British global fashion retailer, New Look, launches its circularity initiative in partnership with resale platform Re-Fashion as it steps into the pre-loved fashion market.

With over 350,000 tonnes of clothing ending up in landfills in the UK each year, the fast-fashion store provides customers with a hassle-free solution to extend the life cycle of unwanted or unused apparel, thereby addressing the industry's persistent problem of textile waste.

Customers are encouraged to donate things they no longer wear in complimentary donation bags (which contain up to 12 items) that they may drop off for free at a Collect+ location near them. Before being placed up for sale on Re-website, Fashion's the garments will be mended or up-cycled.

Customers will receive 30% off any purchase on Re-Fashion without having to wait for their item to sell as a thank you for your contribution and to further highlight the environmental benefits of purchasing pre-loved apparel. New Look will also plant a tree for every bag donated in collaboration with the charity Tree-Nation.

Sue Fairley, New Look's head of sustainability, said that they recognize that, as a broad-appeal fashion retailer, they have an essential responsibility to both their consumers and wider society to consider the lifetime of the products they offer, from the design stage to end of life. They're thrilled to work with Re-Fashion and provide their consumers an easy and accessible method to join engaged as part of their continued effort to lessen the environmental implications of clothing buying and encourage circularity within the industry.

New Look's "Kind to the Core campaign," which strives to support the circular economy and extend the life of its products, is behind the move. The new agreement with Re-Fashion comes on the heels of the company's initial foray into the resale market, as part of its ongoing efforts to become a more sustainable and ethical store.