WE Fashion creates new collections from discarded clothes | RetailDetail

WE Fashion creates new collections from discarded clothes

WE Fashion creates new collections from discarded clothes

Dutch chain WE Fashion is launching two collections in August that were created from fibres of discarded clothes. They will be accompanied by a QR-code: when the consumer scans it in, he can see how many resources were saved in making these clothes.

First step to complete the circle

The collection will be comprised of sweaters and vests and will be available in WE-shops in the Netherlands, Belgium, France, Germany, Switzerland and Austria. They will have a QR-code, linked to a track & trace-system by Recycle Movement. This will inform the consumer about the amount of recycled material used for his purchase and how much energy and resources were spared making it.

 

The action of WE Fashion fits in the principle of cradle-to-cradle, where all used resources are re-used so nothing is lost. “This way we burden the environment less and we make sure quality fibres are not lost to inferior products or – even worse – are burned”, says CEO of WE Fashion Wouter Kolk.

 

Supporting Indian street children

The collections follow the same lines as last year's project, where the company asked its Dutch customers to collect discarded clothes and in exchange, receive a 5% discount on their next purchase.

 

The collected clothing then was sent to a Rainbow house for street children in Indian Bangalore, where Partnership Foundation provides the children with shelter, clothes, food, medical care, education and a return to society.

 

WE Fashion will expand the collection campaign to all European countries this year. The chain has a total of 250 shops in the Netherlands, Belgium, Germany, France, Luxembourg, Austria and Switzerland.

 

 

 

Want to know more about sustainable retailing? On 25 April 2013 numerous innovations will be presented at the seminar “Sustainibility: the power of upside down”, in the context of the RetailDetail Congress.

Questions or comments? Please feel free to contact the editors


Becel is now (partially) Belgian

25/04/2018

The Belgian Frère family is now also part of Flora Food Group (FFG), Unilever’s former margarine division, now sold to American KKR. The GBL holding will invest 250 million euro and obtain a 3.7 % stake.

Coca-Cola experiences growth thanks to Light and Zero

25/04/2018

Coca-Cola’s first quarter turnover dropped 16 %, but that is still better than expected for the soda manufacturer. Coca-Cola increased turnover 5 % on its own, partially thanks to its sugar-free soda relaunch.

Nestlé has lost KitKat's four fingers

23/04/2018

Chocolate bar KitKat’s four “fingers” are not distinctive enough to give Nestlé sole ownership. With its statement, the European Court has now ended a long-standing legal battle between KitKat and Leo.

EU votes for better organic label legislation

20/04/2018

European Parliament adopted a bill to regulate the organic industry: things will be stricter, but also fairer and clearer. An organic label and importation legislation should help promote Europe’s local organic manufacturing companies.

Heineken and Bavaria seek fortune outside of Europe

19/04/2018

Even though the European beer market continues to struggle, Dutch brewery groups Heineken and Bavaria have published growing turnovers. Bavaria set a record turnover, Heineken raised its turnover 4.3 % in the past quarter.

Danone boasts strongest like-for-like turnover increase in past five years

19/04/2018

French food giant Danone’s first quarter was an impressive one: like-for-like turnover grew 4.9 %, its best performance in the past five years.