As part of its sustainability initiative, UK-based fashion retailer Superdry has partnered with the British charitable organization, Oxfam to make it easier for customers to donate their pre-loved Superdry clothes to charity for resale.

Superdry will offer ‘Give Back' boxes in stores for customers to collect and use to donate garments to the charity retailer as part of the program. Consumers can scan a QR code after they've packaged their items and before giving them to Oxfam to be entered into a charity draw for a £100 Superdry voucher.

The initiative is being trialed in 22 locations and the Superdry HQ, with the fashion firm claiming that it will not only help reduce textile waste but also provide an effective new way to engage with a younger, more environmentally conscious customer base.

Julian Dunkerton, CEO of Superdry, said that the urgency of the climate catastrophe has changed how we think about ourselves and the way we approach business. As a company, they aspire to make a significant difference in the lives of current and future generations while also leaving a beneficial environmental legacy.

Danny Sriskandarajah, chief executive of Oxfam GB, said that they're pleased to be partnering with Superdry to assist consumers to donate garments to Oxfam, which will raise crucial cash to fight poverty throughout the world. Donating to Oxfam also helps to lessen the environmental impact of clothing by giving it a new lease of life.