What is Love Your Clothes?
Launched in 2014, the Love Your Clothes campaign has been developed together with industry organisations to help change the way the UK consumers buy, use and dispose of their clothing.
The ultimate aim is to reduce the environmental impact of clothing across the UK and influence a more circular approach to clothing globally.
Love Your Clothes is part of the Sustainable Clothing Action Plan (SCAP), which is coordinated by WRAP, a not-for-profit organisation which receives Government support across the UK.
Why Love Your Clothes?
Every year an estimated £140 million worth (around 350,000 tonnes) of used clothing goes to landfill in the UK. There is absolutely no need for any clothing or textiles to make its way into a bin and this is both a significant environmental loss and a missed business opportunity.
Love Your Clothes was launched in 2014 to address this issue and to help inspire and influence consumers to make small conscious changes to reduce the impact of clothes on the environment.
It aims to improve the sustainability of clothing across its lifecycle, and influencing consumer behaviour is a major part of that. Why? Because the most significant opportunity for reducing the environmental impact of clothing lies in increasing the active life of the clothes we wear.