Ecover, a pioneer in eco-friendly cleaning products, has partnered with Charity Super.Mkt, the UK's first multi-charity shop, to tackle fashion waste. This collaboration aims to encourage people to donate and buy second-hand clothing while promoting sustainable laundry habits. Ecover’s research shows that 81% of Brits are concerned about clothing waste in landfills, and 91% have donated clothing in the past year. However, donation quality remains an issue, with 26% of donations not being washed beforehand.
To address this, Ecover and Charity Super.Mkt will focus on educating consumers about proper donation practices and maintaining garment quality with Ecover products. The partnership also aims to boost the circular fashion economy by encouraging better garment care and donation hygiene, particularly as demand for high-quality second-hand clothing grows. Charity Super.Mkt co-founder Wayne Hemingway emphasizes the importance of donating clean, good-condition clothes to ensure they can support charitable causes.
Ecover’s involvement extends its "Laundry Against Landfill" campaign, aligning with its mission to reduce waste through improved laundry habits. The partnership encourages sustainable fashion practices, with a particular focus on extending the lifespan of pre-loved clothing and reducing fashion waste.