London, England (CNS) – In a bid to make the public more aware of the hazards of discarding unused clothes, British government have launched a new campaign. The campaign, which was launched at London Fashion Week, plans to target the problem dubbed “the Primark effect.”
The Sustainable Clothing Roadmap is launched in partnership with the government and 300 of the biggest high-street stores and designers. According to various statistics, every year British consumers buy two million tonnes of clothes, and astonishingly 1.2 million tones of that ends up in the landfill, The Telegraph reports.
The report also says that only 300,000 of that are being recycled or reused. The new campaign, where Oxfam is also participating, will encourage more people to buy and donate second-hand clothes.
The initiative also includes a public information campaign to educate consumers on how to consume minimum energy during the lifetime of clothing by washing items at low temperatures and getting rid of clothes through donating to charity shops or recycling rather than landfill.