Url: https://www.johnlewispartnership.media/news/johnlewis/12082022/john-lewis-launches-fashioncycle?brand=johnlewis

John Lewis launches FashionCycle

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  • FashionCycle looks to reward customers who donate five or more pre-loved clothing items
  • The pre-loved items will either be resold or recycled, encouraging customers to shop more sustainably and extending product life cycles
  • FashionCycle is an exclusive initiative for My John Lewis members

With over 300,000* items of textiles thrown into UK landfill each year, we want to provide our customers with an alternative solution for recycling their preloved clothes and reward them for their efforts. 

FashionCycle looks to reward My John Lewis members (John Lewis loyalty reward programme) for their clothing donations by providing them with a £5 offer to spend in shops when they donate five or more items in store. Customers will be able to bring in their pre-loved items** from any brand to their nearest John Lewis shop, where they will be rewarded with the £5 offer to shop when they spend £20 or more across fashion and homeware departments (excluding online). 

This follows our hugely successful introduction of our BeautyCycle reward scheme, which launched back in 2019. So far, more than 85,000 MyJL members have donated to BeautyCycle, saving an incredible 425,000 products from going to landfill.

Caroline Pinnell, Partner & Circular Economy Specialist said: "FashionCycle forms part of our commitment to ensure all John Lewis product categories have a 'buyback' or 'takeback' solution by 2025.

"In particular, this scheme will help our pledge to increasingly move away from a "make, take and dispose" model to a "repair, reuse or recycle" approach - an evolution that will help our customers shop more responsibly and be key in eliminating unnecessary waste and extending product life cycles."

FashionCycle forms part of our ongoing commitment to lower our carbon footprint and provide more takeback solutions that help our customers shop more ethically and responsibly. In particular, this scheme will help our pledge to increasingly move away from a "make, take and dispose" model to a "repair, reuse or recycle" approach - an evolution that will be key in eliminating unnecessary waste and making products more circular.

Notes to Editors

*Source: WRAP

** T&C’s apply, excluding the following items: Underwear, lingerie, socks, tights, accessories, footwear, hand bags, swimwear, baby vests, baby grows, towels, bedding and nightwear. We can accept the following items: shirts, t-shirts, jumpers, cardigans, jackets, coats, shorts, trousers, jeans, bags, childrenswear, dresses, jumpsuits, and skirts. These must be clean.

About the John Lewis Partnership
The John Lewis Partnership owns and operates two of Britain's best-loved retail brands - John Lewis and Waitrose. Started as a radical experiment over a century ago, the Partnership is now the largest employee-owned business in the UK, with over 80,000 employees who are all Partners in the business. The Partnership is purpose-driven, existing to create a fairer and more sustainable future for our Partners, customers, suppliers and communities. Our Purpose not only inspires our principles, drives our decisions and acts as our guide to be a force for good, it steers us to do things differently and better - all in service of creating a happier world for everyone and everything we touch.

John Lewis

John Lewis operates 34 shops plus one outlet across the UK as well as johnlewis.com. Waitrose has 331 shops in England, Scotland, Wales and the Channel Islands, including 59 convenience branches, and another 27 shops at Welcome Break locations. The retailer's omnichannel business includes the online grocery service, Waitrose.com, as well as specialist online shops including waitrosecellar.com for wine and waitroseflorist.com for plants and flowers. 

Contact Details:

For further information please contact:

Sophie Brinsford
[email protected]