George, the fashion and homeware arm of British supermarket chain Asda, will sell products made from recycled plastic bottles and clothing. This decision comes as part of the brand’s commitment to use only polyester, sourced from recycled materials by 2025.
The products made from recycled plastic bottles will include George Home cushions and throws, blouses and dresses made with fabric from recycled polyester clothing.
The move is accompanied by commitments to sourcing only certified sustainable viscose and sustainable cotton by 2025, as well as existing commitments to 100% sustainable timber by 2020 and palm oil in place since 2014.
The retailer will also help its customers to understand more about the sustainability of their garments and how to reduce the environmental impact, with increased visibility of garment care and awareness. In addition, George is also keen to help consumers repurpose, reuse or recycle old clothing. In addition, George also donates garments that cannot be sold to charitable organisations to be repurposed.
“As the second largest clothing retailer in the country, we have a responsibility to do the right thing by our customers, not only on the price and quality of our goods, but also on the impact we have on the world around us,” emphasises Nick Jones, senior vice president for Commercial at Asda in a blog post. “Our George sustainability strategy builds on the work we’ve done to date and sets stretching targets and commitments to reduce the environmental and social impact of our products; because we know that, for our customers, looking after the environment is always in fashion.”