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.