#WearNext, a city-wide effort to tackle waste and pollution in the fashion industry, has launched in New York City.
The campaign, which launched on 4 March and runs until 9 June, will see some of the biggest names in fashion collaborate for the first time in a campaign to save clothes from landfill in New York.
New Yorkers can drop off their old clothes at participating stores and other locations – 1,100 collection points in total – across the city. The NYC Department of Sanitation has created an online map for participants to locate their nearest collection point.
The campaign, which has support from major brands including Gap, Banana Republic, ASOS and Zara, encourages the city’s population to swap, sell or repair their old clothes and post their experiences on social media using the #WearNext hashtag.
The campaign is part of the Ellen MacArthur Foundation’s Make Fashion Circular initiative, which is leading a global effort to establish a circular business model for the fashion industry.
Every year New York City sends 200 million pounds of clothing (equivalent to over 440 Statues of Liberty) to landfill. Globally, 73% of the materials used to produce clothing are sent to landfill or burned at the end of their life, while less than 1% of old clothing goes on to be used to make new clothing.
Make Fashion Circular, launched by the Ellen MacArthur Foundation last year, supports fashion business models that increase the use of clothes, ensures clothes are made from safe and renewable materials, and promotes the making of new clothes from old ones.
Rosa Medea is Life & Soul Magazine’s Chief. She writes about sustainable lifestyle and green living for publications, and offers content services to planet-friendly businesses. Find out more at Rosamedea.com