London's Oxford Street to launch sustainable awareness campaign

Oxford Street is Europe’s longest shopping street, 1.5 miles of shopping running from Marble Arch to Tottenham Court Road.

The initiative aims to help visitors to Oxford Street shop more responsibly, offering shoppers the chance to discover what brands are doing to help them to change their shopping habits, as well as support Oxford Street’s ambition to become a leading sustainable shopping district.

‘Beyond Now’ will invite Londoners and tourists throughout September to discover examples of sustainable innovation taking place on the high street, highlighting how Oxford Street’s brands are evolving their offering to provide more sustainable shopping choices and services.

Key events will include a two-week John Lewis sustainability festival, Nike by You sustainable customisation services, the Urban Renewal shop at Urban Outfitters selling vintage and pre-loved fashion, Second Hand September pop-up at Selfridges with Oxfam and Bay Barnett, as well as garment recycling at H&M, according to UK media reports.

Shoppers can also learn about the responsible buying journeys at Lush, be inspired by the Tezenis pop up #bethechange installation and give their sneakers a second life at New Balance SneakerER.

The campaign is also being supported by fashion author and presenter Candice Brathwaite, who has put together a 50-piece capsule collection using products from the responsible and conscious collections of the participating Oxford Street brands.

Fibre2Fashion News Desk (DS)