A growing number of British fashion brands, including PrettyLittleThing and H&M-owned & Other Stories, are using technology to meet their recycling and sustainability objectives. Like Missguided, New Look and Superdry, PrettyLittleThing has collaborated with clothes recycling app Regain, allowing users to donate unwanted clothes at pick-up points. In return, the users receive discount codes that can be used to purchase goods with Regain’s retail partners. This will be perceived as a positive move from PrettyLittleThing’s parent firm Boohoo that has been questioned recently about its sustainability commitments by the House of Commons environmental audit committee, according to British media reports. Meanwhile, & Other Stories recently began testing a new project in Sweden with second-hand platform Sellpy whereby pre-owned & Other Stories pieces being sold on the Sellpy site will be gathered under an & Other Stories shop-in-shop on the platform. & Other Stories will market the platform on its website and social media channels, encouraging its customers to use the service. All online activity will all be managed and operated by Sellpy.
