John Lewis has unveiled an environmental overhaul of its clothing range, addressing the concerns of Brits frustrated with fabric that shrinks or bobbles.
In an effort to reduce the environmental impact of the clothing they sell, John Lewis has launched the first wave of products in its “innovative new circular collection” across home and fashion, specifically designed to “minimise waste and maximise longevity”.
The retailer’s initial 20-piece circular collection, which includes pyjamas, babywear, knitwear, mattresses, duvets, and pillows, is described by the department store chain as “just the beginning”.
By 2028, John Lewis aims to expand this overhaul to thousands of products.
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Textiles and fashion are responsible for up to 10% of global carbon emissions, with the UK consuming more clothes per head than any other country in Europe, anti-waste charity Wrap’s research found.
Almost half of UK citizens buy clothing at least once a month, while one in four still regularly buy clothing with the intention of using it for a short amount of time.
As a result, each person in the UK throws away an average of 35 items of unwanted textiles directly into general waste every year.
In line with this research, products in the John Lewis range have an increased amount of recycled content.
John Lewis commercial director Kathleen Mitchell said: “We are constantly looking at changes we can make in our bid to combine style and sustainability for our customers. We know they want products that look good and that last, and that’s exactly what these designs offer.”
“We’re continuing to learn about how to design more efficiently and to create products that our customers can trust to be good for both their pockets and the planet. It’s been incredibly insightful seeing the circular framework and strategy put to practice.”
John Lewis Partnership director of ethics and sustainability Marija Rompani added: “We are thrilled to launch our new collection across home and fashion, a testament to our commitment to circular design.”
“Each product has been thoughtfully designed to minimise waste and maximise longevity, helping to give customers more choice for responsible products.
“I’m personally very excited by the new nightwear products in the collection which are not only designed to be more easily recycled at their end of life, but look and feel amazing too.”
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