Boohoo, the worldwide online retail brand, keeps walking on the road to a more sustainable production through the project Fashion. Ready for Future. The goals of the project are ambitious but not impossible; the brand is committed to using recycled cotton and polyester by 2025, and to extend this objective throughout UK’s supply chain.
Among other initiatives, there is also one that aims at involving customers in recycling activities through resale platforms. Last but not least, there’s the packaging. Boohoo’s already contains 80% recycled plastic.
The publication of the project followed a news that undermined the overall image of the brand: indeed, Boohoo was accused of exploitation and poor working conditions in the Leicester factories.
In any case, it items Boohoo intends to take the right path and it does so by launching a new collection entirely made of recycled plastic. The collection is part of a new range of products under the label Recycled Collection; this consists of a wide range of clothes, ranging from crop-tops, skirts, clothes and wide-leg trousers, with a color palette that fades from beige to white, from pink to baby blue and bottle green.
The brand has signed agreements with a UK supplier for products made of 95% recycled polyester and 5% elastane. However, the price remains affordable, with a variation that ranges between £10-£20.