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Regain app promotes circular economy in fashion
20
Apr '18
Courtesy: Regain
Courtesy: Regain
An app for recycling of unwanted clothing, 'Regain' launched in the UK, promotes circular economy in fashion. This helps consumers turn unwanted clothes in discount coupons for leading retailers in the UK, helping to divert tonnes of unwanted clothing from going to landfill. Digital consumer take-back programme is a significant step towards sustainability.

The Regain app has partnered with a number of fashion brands and retailers including Superdry, Asics, New Balance, boohoo and Missguided, as well as lifestyle brands and experiences including Expedia, Hotels.com, EVE Sleep and BodyBuilding.com. By boxing up their unwanted clothing and shipping them to Regain, consumers can earn discount coupons to use online or in store. The application aims to address this issue by raising awareness of the importance of recycling clothing, and by providing a simple and rewarding way for people to recycle more. After downloading the app, users can ship their old clothes, shoes and accessories to Regain free of charge from over 20,000 drop-off points across the UK. In return, they will receive a discount coupon so they can shop for less.

"We are realists, not idealists. We know that we can’t stop people from buying clothes, but we can incentivise them to change their habits and divert hundreds of tonnes of clothing from UK landfill. Our long-term goal is a world in which clothes never become waste," said Jack Ostrowski, founder of Yellow Octopus, the company behind the Regain app.

"The Regain app turns commercial sustainability into action and provides a modern solution for fast fashion lovers by rewarding sustainable behaviour. Stopping clothes from going to landfill is the first step towards a circular economy," added Ostrowski.

New research from Regain app shows that despite growing awareness of the importance of recycling and the circular economy, a huge number of people are still throwing unloved items of clothing in the bin. The survey found that more than one in ten throw their clothes away rather than giving them to charity or to be recycled, whilst in London this figure is 27 per cent. This is particularly significant as the continuing trend for fast fashion means that a large proportion of people’s wardrobes are at risk of being binned – with almost three quarters (73%) admitting that they no longer wear up to half the items they own.

"The Regain app provides consumers with a three-fold ‘Do Good’ scheme: firstly, to do good for their living space through decluttering; secondly, to do good for their wallet, by receiving coupons and shopping for less; and thirdly, doing good for the planet, by diverting clothing from UK landfill. With 49 per cent of people we surveyed planning to do a spring clean of unwanted clothing this month, we hope many of them will consider using Regain app to prevent these items from becoming waste," Ostrowski concluded. (RR)

Fibre2Fashion News Desk – India


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