J. Crew, the renowned American swimwear and accessory brand, has initiated an innovative program aimed at reducing fashion waste while incentivizing customers. The company is offering free store credit to individuals who take the proactive step of recycling their old bathing suits and bikinis.
Unlike cotton jeans, swimwear typically consists of blends of various fabrics, both artificial and organic, making them well-suited for aquatic activities but challenging to dispose of sustainability. Recognizing this environmental challenge, J. Crew has partnered with SuperCircle, a recycling firm, to facilitate the collection and proper disposal of old, damaged, or unwanted swimwear.
“…[W]e needed to help our customers responsibly dispose of their swimsuits—either ours or other brands—when they were done wearing them and avoid them going into landfill,” Lisa Greenwald, the company’s chief merchandising officer, told Adele Peters at Fast Company Magazine.
Although J. Crew already incorporates some recycled fibers into their manufacturing process, the company’s leadership, including Greenwald and other executives, are determined to intensify their efforts in combating fashion waste.
Through a take-back program orchestra by J. Crew but executed by SuperCircle, customers can conveniently participate at any of the brand’s stores. Participants receive $5.00 in store credit for each ruined or unwanted swimsuit, regardless of its brand. Moreover, individuals can also opt to utilize free shipping labels provided online to send their items via mail.
Once the collected swimwear reaches SuperCircles facilities, the company utilizes proprietary data to meticulously sort the garments by textile type. Subsequently, tags are removed, and the clothing is shredded into loose fibers, which are then baled into large bundles.
These bundles are merged with those for other corporations and transported to textile manufacturers. Here, the materials undergo transformation into new threads, thereby closing the loop of the recycling process. Alternatively, the fibers may be repurposed into downcycled products such as packaging or insulation, further extending their usefulness.
J. Crew’s initiative represents a commendable effort to address the environmental impact of the fashion industry. By incentivizing customers to recycle their old swimwear, the company not only promotes sustainability but also fosters a sense of responsibility among consumers.
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