04 October 2012 10:29
Marks and Spencer is about to sell its first garment made from second-hand clothing donated by customers.
The company's "shwopping" campaign, launched in April, called on customers to leave an old item of clothing each time they buy something new. The donated clothing is given to Oxfam, with any items unsuitable for resale shipped to Italy, reduced to fibre form, cleaned and made into new fabric before being sold on to M&S suppliers
The retailer claims the limited-edition ladies' coat is the first on the high street to be made from old or unwanted items donated by shoppers.
The "Shwop Coat" is made from wool and will sell for £89 in selected stores and online from October 10th.
Mark Sumner, a spokesman for M&S's Plan A sustainability project, said: "The Shwop Coat marks a huge step forwards for creating a sustainable future for fashion.
"It's also great for our customers who can not only see what shwopping their old and unwanted clothes can lead to, but also get their hands on a stylish coat that looks great but costs less."