Asda is trialling a pop-up shop-in-shop for second-hand clothes to encourage shoppers to recycle their unwanted garments.

Asda ReLoved

Re-Loved at Asda in Milton Keynes

The grocer launched the Re-Loved space at its Milton Keynes supermarket this morning, which will sell donated second-hand clothes from a host of brands.

It comes as Asda’s own clothing brand, George, ramps up efforts to improve the environmental impact of its clothes and operations.

George has already launched a new sustainability strategy and in the spring unveiled a range of products made from recycled polyester.

The brand has a zero-tolerance policy on burning clothing waste – a practice Burberry was criticised for last year.

Instead, George’s surplus products are donated to several charities, which repurpose or recycle them. George also has clothing recycling points at nearly 500 Asda stores.

The grocer’s Re-Loved concept will be open for four weeks, with all proceeds from the pop-up going directly to Asda’s Tickled Pink campaign, supporting Breast Cancer Care and Breast Cancer Now. The fundraising drive has collected more than £64m to date.

Asda’s senior director for sustainable sourcing at George, Melanie Wilson, said: “As a country, we throw away far too many clothes. 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.”