John Lewis introduces new labelling to encourage hand down of kids’ clothing
John Lewis & Partners has launched a new initiative to encourage customers to hand down children’s clothing.
The department store chain is adding the message ‘Wear it, Love it, Hand it down’ on the labels attached to its own brand babywear and childrenswear items.
It is also introducing permanent organic cotton labelling on the inside of its own-brand coats to enable the new owner of a garment to cross out the name of the last owner and replace it with their own.
John Lewis said childrenwear accounts for a disproportionate amount of the thousands of tonnes of clothing in landfill as children need new clothes more often than adults.
Caroline Bettis, head childrenswear buyer at John Lewis said: “We’re really proud of the quality of our clothes and want them to have a really long life and be handed down again and again. I hope these new labels will help to grow the culture of handing down clothes which can be worn again by other children.”
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