Sweden’s Cheap Monday has become the latest high-street label to undertake a new sustainability initiative aimed at getting consumers to swap their old clothes for in-store shopping vouchers.
As part of the C/O Cheap Monday project, recycling bins will be installed in the brand’s stores in London, Copenhagen, Paris, Beijing and Shenyang this spring. Shoppers can dispose of unwanted clothing — regardless of the brand name — and in return they’ll receive a discount voucher to redeem in store with their next purchase.
The Swedish label will also launch a C/O Cheap Monday Capsule Collection in-store and online in October. The limited-edition, 500-piece line will be designed from old garments and recycled textiles and will feature denim “tight” jeans, a bomber jacket, T-shirts, and sweats in unisex styles and sizes.
Launched in 2004, the brand is taking its cue from parent Hennes & Mauriz AB. Under H&M Conscious, the company’s sustainability plan, H&M shoppers are given one coupon for each bag of clothing donated, with a maximum of two coupons a day. The bags of clothing are donated to local charity organizations.
Other high-street brands that have stepped into sustainability include Uniqlo under Fast Retailing Co. Ltd. The brand is taking part in an All-Product Recycling Initiative in partnership with the U.N. High Commissioner for Refugees, where clothing is donated to refugees, evacuees, disaster victims, expectant and nursing mothers.