Innovative New App Provides Boost in Drive for Sustainable Fashion

Innovative New App Provides Boost in Drive for Sustainable Fashion

reGAIN, the UK's first app for the recycling of unwanted clothing, is now available. The app helps consumers turn unwanted clothes into discount coupons for leading retailers in the UK, helping to divert tonnes of unwanted clothing from going to landfill.

The reGAIN app has partnered with a number of fashion brands and retailers including Superdry, Asics, New Balance, boohoo and Missguided. By boxing up their unwanted clothing and shipping them to reGAIN, consumers can earn discount coupons to use online or in store. "The reGAIN app turns commercial sustainability into action and provides a modern solution for fast fashion lovers by rewarding sustainable behaviour," explained Jack Ostrowski, award-winning Polish-origin entrepreneur and founder of Yellow Octopus. "Stopping clothes from going to landfill is the first step towards a circular economy."

New research from reGAIN app shows that despite growing awareness of the importance of recycling and the circular economy, a huge number of people are still throwing unloved items of clothing in the bin. The survey found that more than one in ten throw their clothes away rather than giving them to charity or to be recycled, whilst in London this figure is 27%. This is particularly significant as the continuing trend for fast fashion means that a large proportion of people's wardrobes are at risk of being binned - with almost three quarters (73%) admitting that they no longer wear up to half the items they own.

Those items that fall out of favour contribute to 300,000 tonnes of unwanted clothing going to landfill in the UK every year; the equivalent of 50 trucks' worth of clothing per day. As much as 95% of the clothes thrown away could have been reworn, recycled or upcycled.

However the appetite for recycling is evident, and this is where the reGAIN app steps in: the majority of respondents said they would use the reGAIN app to get their unwanted clothes re-used and recycled. The survey also found that 67% of people would recycle more if they were rewarded for doing so; 66% would recycle more if it was free and easy to do so, whilst 56% would recycle more if they knew how much environmental damage sending clothes to landfill causes.

reGAIN app aims to address this issue by raising awareness of the importance of recycling clothing, and by providing a simple and rewarding way for people to recycle more. After downloading the app, users can ship their old clothes, shoes and accessories to reGAIN free of charge from over 20,000 drop-off points across the UK. In return, they will receive a discount coupon so they can shop for less.

In order to keep the carbon footprint to a minimum, reGAIN app only accepts one drop per week per customer, with a minimum of 10 items in each shipment. Once the clothes reach reGAIN app, they are either reused and reworn, recycled, upcycled, or used as combustibles for energy production.