The chain’s George at Asda clothing business has agreed a partnership with vintage fashion wholesaler Preloved Vintage Wholesale. Customers will be able to buy vintage, retro and second-hand branded pieces, preventing tonnes of garments going to landfill each year.
It will see the “big four” grocer go up against charity shops and established second-hand clothing emporiums.
The move into 50 sites, including at the Jewel, Edinburgh, follows a successful trial in Asda’s “sustainability store” in Leeds, where the company is headquartered.
Mel Wilson, global professional lead, sustainable sourcing and quality, said: “We know that sustainable fashion is something that’s really important to our customers and colleagues.
“They’re passionate about us encouraging everyone in the UK to think about the issues of waste and how we can make fashion and textiles more circular, so that we really can reduce the number of garments that go into landfill.
“This is an exciting partnership for George, it’s unique in that not only can our customers pick out some vintage and often designer garments at an affordable price, but they’re also helping to support reduce waste by giving these items a second lease of life which is something we are proud to be apart of.”
Steve Lynam, managing director or Preloved Vintage, added: “In a world where we are becoming more environmentally conscious this partnership will help bring sustainable fashion to the mainstream which is something as a business we strive for in everything we do.”
An Asda store in Dundee is set to follow.