What is it? Marks & Spencer, the British institution aiming to become “the world’s most sustainable major retailer”, coined the term Shwopping. The idea is to drop off unwanted clothes (any brand) at M&S when you pop in to buy something new.
What makes it susty? M&S donates your cast offs to Oxfam, who resells, reuses or recycles them. These clever infographics show what items Oxfam needs most.
What makes it sexy? In return, you get to enter a weekly prize draw to win a £100 M&S giftcard.
My verdict: If M&S can make “buy one, give one” a habit for shoppers, diverting 350 million items of clothing from landfill each year, that’s a big deal. But will the chance to win a voucher be enough to remind and convince customers to go to the trouble? And am I the only one who finds Joanna Lumley in a Katherine Hamnett style t-shirt a strange way to promote this?