Asda is trialling a charity pop-up store as part of its environmental plans.
The retailer has opened the pop-up charity outlet at its Milton Keynes store, selling donated second-hand clothes and promoting sustainable fashion.
The Re-Loved shop, which will be open for the next four weeks, features clothes and shoes from a range of brands.
Proceeds will go to Asda’s Tickled Pink campaign, which supports Breast Cancer Care and Breast Cancer Now.
It said the move was part of its drive to improve the environmental impact of George clothes and operations, following the launch of a sustainability strategy and its first range of recycled polyester clothing in the spring.
It pointed to research by Wrap estimating £140m worth of clothing goes to landfill in the UK each year.
“As a country, we throw away far too many clothes,” said Melanie Wilson, senior director for sustainable sourcing at George. “At George, we’re committed to doing the right thing by our customers and the planet by improving the sustainability of our products, making sure they are built to last - including our 100-day satisfaction guarantee - and ensuring that any surplus stock we have is repurposed or recycled.
“By trialling our Re-Loved pop-up shop, we hope to help create another route for unwanted clothes to find a new home and encourage people to think again about throwing away that top or those jeans they no longer love.”