The UK’s first app for the recycling of unwanted clothing has been launched today (18 April) as research claims 73 per cent of UK consumers no longer wear up to half of the items of clothing they own.
According to the UK’s Waste and Resources Action Programme (WRAP), an estimated 620,000 tonnes of clothing ends up in landfill in England and Wales every year. The reGAIN app seeks to contribute to diverting clothing from landfill by organising collections of unwanted clothing in return for discount coupons for major retailers and lifestyle brands such as Superdry, Asics, boohoo and Expedia.
The app was developed by Jack Ostrowski, founder of Yellow Octopus, which provides commercial sustainability solutions to the fashion industry and has worked with brands such as ASOS, John Lewis, Primark and all major UK supermarkets for the past 12 years. It aims to change peopleâs behaviour and perceptions when it comes to clothing, encouraging reflection on the value of clothing and the destination of our unwanted garments.