ASDA to launch a new vintage clothing range throughout their Birmingham stores.
ASDA said its vintage range, which is currently available in only 10 stores, will be launched in another 50 across the UK in the coming months. Working on their commitment to sustainable fashion, the expansion arrives after the success of the Sustainability Trial ASDA Store in Leeds.
Pairing up with Preloved Vintage Kilo to offer customers premium vintage and retro clothing at affordable prices, the initiative will give a new lease of life to pre-worn second-hand branded clothes, preventing thousands of tonnes of garments going to landfill.
The partnership scheme is a part of the supermarket’s ‘George for Good’ commitment, aiming to drive down textile waste whilst being advocates for sustainable sourcing.
This follows the chain’s clothing line, George recent announcement of their ‘Take Back’ scheme, encouraging customers to bring unwanted clothing into the store by rewarding them with a 10% off George voucher. The scheme raises fund for their Tickled Pink breast cancer charity campaign, supporting Breast Cancer Now and Coppafeel.
Managing Director of Preloved Vintage Kilo, Steve Lynam said: “The more people that buy into the circular economy and shop vintage and retro the bigger impact we will have on climate change. As a business we have saved over 800 tonnes of clothing going to landfill and with the growth of our partnership that is set to increase dramatically.”
Miguel Munoz, founded sustainable menswear brand Kromo during the first lockdown of the pandemic and believes in 360 sustainability throughout his brand – from ethical employment to planet-friendly fabrics. He said: “I think all brands should have at least a percentage of their collections made in a sustainable way, but we need the help of governments.”
“We’re moving towards it in a right way, I think a lot of brands are now making conscious on how they produce their clothes.”Miguel Munoz, Founder of Kromo Menswear
The founder describes his plans to launch a clothing upcycling scheme in the future: “In the future, we want our customers to bring back their old clothing and us to recycle those fabrics and make them into new garments.”
Carolyn Rubido, fashion expert and philanthropist specialising in second-hand fashion, told Birmingham Eastside: “It is extremely important for brands to adopt a more sustainable mindset. I believe it should be the number one priority. Clothes are nice, but the one planet that we live on is nicer, and we must protect it at all cost. It’s important for brands to be conscious of what it is they are selling, how many pieces, how they are reducing the carbon footprint etc.”
Click on the map below to find the ASDA stores stocking the Preloved Vintage range near you: