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235 million items of Britons’ unwanted clothing will end up in landfill this year because consumers don’t realise their clothes can be recycled. It’s currently too difficult to recycle clothes.



People are reluctant to recycle clothes because of the sentimental value they hold.



ASOS wants to make it easier for people to recycle their clothes, whilst acknowledging their sentimentality.



Give people an easier way to recycle their clothes by making it a part of something they already do, using the free ASOS return label. To acknowledge the sentimental value of clothes, we give people the opportunity to share the stories behind their threads.


These stories then go into the ‘Common Thread’, where they’re viewable online and the threads will produce a new clothing range. Customers will be able to track the stories that have created their new clothes using QR codes.

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