With an estimated 336,000 tonnes of used clothing discarded each year in the UK, WRAP’s Love Your Clothes™ campaign helps change the way UK consumers buy, use and dispose of their clothing. Love Your Clothes uses WRAP insights to deliver evidence-based citizen behaviour change activities in the sustainable clothing sector, to encourage citizens to change their attitudes and adopt more sustainable behaviours. When clothing or textiles make their way into residual waste it results in a significant environmental loss.
Developed as part of the Sustainable Clothing Action Plan, Love Your Clothes works with organisations, businesses, retailers and local authorities through diverse campaigns and initiatives to help improve the sustainability of clothing across its lifecycle by inspiring and influencing citizens to make small conscious changes. Working collaboratively, its ultimate aim is to reduce the environmental impact of clothing across the UK and spur a more circular approach to clothing globally.
The most significant opportunity for reducing the environmental impact of clothing lies in increasing the active life of the clothes citizens wear by encouraging them to care, reuse, upcycle, donate and recycle their garments.
Key clothing facts
- Changes to the way the UK supplies, uses and disposes of clothing could reduce the carbon, water and waste footprints of clothing consumption by 10-20% each.
- Around 30% of clothing in wardrobes has not been worn for at least a year.
- Four in five people own clothes that have not been worn because they no longer fit or need altering.
- Over half of women and nearly a quarter of men expressed an interest in learning more about how to repair clothes.
Website and resources
The Love Your Clothes website provides information and tips through engaging content and resources such as guides, videos and quizzes to help people with purchasing through to the sustainable disposal of their clothing, including options for re-using and recycling items.
The website is aimed at citizens and provides easy and practical tips to:
- Buy smarter through sustainable garment choices and second-hand purchases
- Make the most of their wardrobe through styling, reusing and repurposing items
- Make clothes last longer by caring for them correctly and repairing/altering items
- Reduce the environmental impact of laundering by washing at lower temperature
- Discard of unwanted clothes in an environmentally friendly way through passing on, charity donations or recycling
Donation Generation campaign
Through their latest behaviour change campaign, Donation Generation, Love Your Clothes raised awareness of the environmental impact of clothing and encouraged citizens to make conscious changes to dispose of their unwanted clothes correctly and sustainably through charity donations and clothing bring banks.
Throughout the covid-19 crisis, Love Your Clothes have shared advice to citizens on donating and recycling clothes in line with government guidance.
Love Your Clothes - Brand GuidelinesLove Your Clothes - Brand Guidelines
Campaign Assets you can use
Love Your Clothes - What do I do with my unwanted clothes? - A5 Guide