All hail Asda becoming the first supermarket to accelerate sustainable change in fashion

Asda adds itself to the list of retailers making significant sustainable changes, as its clothing label George announces its pledge to become more ‘ethical and environmentally’ friendly. The retailer’s latest move makes it the first supermarket to commit to selling clothing made of recycle plastic bottles. 

As the Environmental Audit Committee’s (EAC) recent report into Fast Fashion highlighted, the design and material sourcing stage plays a crucial part in the supply chain if we are to better manage waste and create a circular economy within the fashion industry.

Asda also announced that it’s working towards solutions for microfibre shedding, showcasing the retailer’s continued commitment to improve sustainability across its supply chain. 

Like recycling, an importance must be placed on reusing garments and the materials chosen to produce clothing impacts heavily on whether or not they will be sent to landfill. In the UK, WRAP estimates that £140 million worth of clothing goes to landfill every year. Asda along with other retailers, have revealed great examples of how the industry is starting to adapt its approach and changed the way the industry is viewed. Asda’s move to encourage consumers to understand more about the sustainability of their clothing should be applauded; particularly, using garment care labels to highlight ways to reduce environmental impact and promoting the reuse, recycling and repurposing of old items.

Education such as this will be key as the industry evolves; changing the thinking and subsequent behaviours of consumersand businesses. Achieving full circularity in the market is by no means easy; collaboration, innovation and new technology is also vital.

Whilst there is still a long way to go in terms of the materials being used in the fashion industry and more education needed, it’s really promising to see an increase in the number of retailers starting to place sustainability higher up their priority list.

 

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