Fast fashion retailers are responding to consumers’ growing awareness around sustainable solutions. Recent initiatives such as Marks and Spencer’s Shwopping and H&M’s Conscious Lounge and #ClosedLoop campaigns are encouraging consumers to be mindful of the lifespan and durability of their garments.

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Some 350,000 tonnes of used clothing, estimated to be worth around £140m, ends up in landfill sites around the UK each year, according to WRAP. Retailers are launching campaigns to increase awareness around recycling and creating programmes that simplify the process, such as Reformation’s RefRecycling service.

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Thursday April 26 2012 Joanna Lumley OBE and Marc Bolland (M&S CEO) at the launch of 'shwopping'. Using 5 minutes worth of UK clothing waste - 9513 pieces - M&S transformed a London street to show how it plans to give old clothes a future through its new fashion initiative.

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