E-commerce delivery company InPost has agreed a partnership with sustainable fashion retailer Yellow Octopus Group, which aims to offer consumers a more convenient and greener way of donating and recycling clothes.
According to the company, the collaboration should encourage and incentivize more sustainable behavior by offering consumers exclusive discount coupons for every donation made, and in doing so, contributing to the creation of ‘circular fashion’, with old clothes being reused, recycled or remade into new products, and prevented from ending up in landfill.
InPost notes that the circular fashion industry is a fast-growing movement to reuse and recycle all materials, eliminating waste and pollution and regenerating the environment.
Consumers can register old clothing via Yellow Octopus’s reGAIN app and drop off donations to any InPost locker in the UK completely free of charge.
The reGAIN program enables unwanted clothes to be distributed to charities as well as across a network of textile recycling innovators, research initiatives, students’ projects and fashion designers, to be renewed, upcycled or recycled into new sustainable products.
InPost states that its ambition is to green the delivery and returns of circular fashion by managing the process more efficiently and sustainably. The fashion industry is facing heavy pressure to reduce carbon emissions and waste, not least from a new generation of consumers who demand more environmental accountability, which has given added impetus to the argument for circularity.
Jason Tavaria, CEO of InPost UK, explained, “We’re pleased to partner with Yellow Octopus to support its reGAIN program. This collaboration is another vote of confidence for fashion’s fast-growing circular economy. Our own research suggests that consumers – especially 18-34-year-olds – are increasingly looking for ways to live more sustainably. What we need to do is try to make it as convenient as possible to adopt green behaviors.
“That’s why we’re so excited to play an integral part in helping to scale this concept by making it super convenient for consumers to participate and completely free to send donations via lockers. With the added bonus of a money off voucher in return, it’s a win-win for consumers.”