George at Asda, the fashion arm of supermarket Asda, has announced it is launching a new second-hand vintage fashion range in its stores, enabling customers to shop sustainably.
The range is a collaboration with vintage fashion wholesaler ‘Preloved Vintage Wholesale’, and will be rolled out across the UK in the coming months.
The retailer hopes that customers buying vintage, retro, and second-hand branded pieces will prevent thousands of tonnes of from clothes going to landfills each year.
George At Asda
The launch is part of the George at Asda ‘George for Good’ commitment, which aims to reduce textile waste and advocate for sustainable sourcing, as well as encouraging customers to use less and recycle more.
Following a successful trial in Asda’s sustainability store in Leeds, George is now launching the sustainable fashion partnership in a further 50 of its stores, including in London, Bristol, Birmingham, Edinburgh, and Brighton.
Mel Wilson, global professional lead for sustainable sourcing and quality, George at Asda, said, “We know that sustainable fashion is something that’s really important to our customers and colleagues.
"They’re passionate about us encouraging everyone in the UK to think about the issues of waste and how we can make fashion and textiles more circular, so that we really can reduce the number of garments that go into landfill."
Wilson added that the collaboration "is an exciting partnership for George. It’s unique in that not only can our customers pick out some vintage and often designer garments at an affordable price, but they’re also helping to support reduce waste by giving these items a second lease of life which is something we are proud to be apart of.”
Other sustainable clothing initiatives launched by George at Asda include the launch of its ‘Take Back’ scheme, which encourages customers to bring back their unwanted garments to store, rewarding them with a 10% off George voucher and in return raising vital funds for Asda’s Tickled Pink campaign, which supports Breast Cancer Now and Coppafeel.