The alarming statistic of 16,700 tonnes of clothing items being dumped in bins during the year of 2023/24 has sparked a new initiative in the UK. The #CottonOn campaign aims to change this behavior by enlightening the public about the possibility of revising old and damaged clothes, promoting environmental sustainability in the process. It is concerning to note that every UK resident discards an average of 35 clothing items per year, including torn socks, old t-shirts, and items resulting from ‚fast fashion‘.
‚Fast fashion‘ refers to the sale of low-quality attire at relatively low prices, creating a culture of disposability. The prime focus of #CottonOn is to encourage the reuse and recycling of clothes often considered waste due to their suboptimal condition. The Greater Manchester area has taken a proactive approach to this issue, with a vast network of textile banks located across its 20 recycling centers, supermarket car parks, and some large clothing stores. Every garment collected from these banks is meticulously hand-sorted within the region.
Cllr Tom Ross, GMCA’s lead for waste and recycling, emphasized the environmental impact of clothing waste, stating that the thousands of tonnes of clothes and shoes being thrown away each year contribute to carbon emissions, hindering efforts to achieve carbon neutrality by 2038. These additional carbon emissions will lead to increased costs for the GMCA and individual local authorities, highlighting the urgency for behavior change.
Clothes that cannot be reworn still have the potential for a second life. They can be repurposed into items such as animal bedding, carpet underlay, and even car seats, reducing waste and promoting sustainability. The #CottonOn to recycling your clothes campaign officially launched on August 19, with advertisements and events planned to roll out at shopping centers across Greater Manchester in the coming months.
To facilitate participation in this critical initiative, the Recycle Now website offers a comprehensive map of recycling locations, ensuring that residents have the means to actively engage in recycling their clothes. By raising awareness about the environmental impact of clothing waste and promoting the reuse and recycling of textiles, the #CottonOn campaign aims to create a more sustainable future for the UK.