The WRAP ‘Love Your Clothes’ campaign aims to raise awareness of the value of clothes and encourage people to make the most of the clothes they already have. The campaign has been developed as part of the Sustainable Clothing Action Plan.

WRAP

Implemented in

  • Europe and Central Asia
  • United Kingdom of Great Britain and Northern Ireland

Sectors of activity
Consumer Goods, Education

Type of initiative
Education & Awareness Raising

Type of lead actor
Civil society

Start date
14/05/2019

Shared by

Claire Kneller

Head of Food- WRAP Global

WRAP

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Objectives

The WRAP ‘Love Your Clothes’ campaign aims to raise awareness of the value of clothes and encourage people to make the most of the clothes they already have. The campaign has been developed as part of the Sustainable Clothing Action Plan. The campaign aims to encourage sustainable consumption of clothing, including through its interactive website which is aimed at householders/ consumers and providing them with easy and practical tips to:
• make their clothes last longer;
• reduce the environmental impact of laundering their clothes;
• deal with unwanted clothes; and
• make the most of their wardrobe.
Love Your Clothes also provides free material e.g. posters and images for local UK authorities to use to promote its campaign moments and overall aims of the campaign. Its overall objective is to encourage UK citizens to reduce the environmental impact of clothing by buying clothes thoughtfully, caring for and repairing clothes in ways that make them last longer, trying refashioning and upcycling of clothing, and dealing with unwanted clothes in a responsible way by selling, swapping, donating or recycling.

Activities

As collected through the One Planet Reporting

Output level

Outreach and communication for SCP

  • The Big Closet Clear Out
  • Dirty Laundry Doodles
  • Donation Generation (Phase One)

Impact and Results

The Love Your Clothes movement exists to reduce the impact of clothes on the environment. When it began in 2014, an estimated 300,000 tonnes of clothing were thrown away each year in the UK. It has also been found that 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.- this shows there is a clear reason for change! Love Your Clothes aims to help consumers make small conscious changes to reduce the impact clothing has, improving its sustainability throughout its lifecycle, particularly by lengthening the active life of the clothes we wear. By increasing the lifecycle of clothes, less will be ending up in landfill, and care tips such as the Dirty Laundry Doodles that encourage consumers to wash clothes at lower temperatures, means lower energy use in clothes maintenance, another way of lessening the impact our clothing has on our planet.

Next steps and how to get involved

To find out more information, visit the Love Your Clothes website, which is full of advice for buying, caring for, upcycling and donating your clothing- https://www.loveyourclothes.org.uk/

You can also go to this link- http://www.wrap.org.uk/content/love-your-clothes-waste-prevention on the WRAP website to find out more about the project and WRAP's wider clothing work.