Despite the likes of the Duchess of Cambridge and Livia Firth championing repeat wearing, a shocking one in five Britons have admitted to having binned an item after just one wear. 
The research, commissioned by Marks & Spencer reveals at an average cost of £22.73 per discarded item, this equates to over £91 million of perfectly wearable items ending up in landfill every year after only being worn once.
The M&S survey of 2,200 UK consumers conducted by YouGov also revealed that:
· 74 per cent of people have thrown unwanted clothes into the bin over the past twelve months;
· One in five women have in excess of 100 items in their wardrobe;
· Cheaper items are more readily disposed of with 44 per cent of one wear wonders costing less than £20;
· One in three Britons has admitted to having binning six or more items over the past year.
Now Marks & Spencer (M&S) has announced the first results of a revolutionary clothes recycling initiative, Shwopping. Since it was launched by Joanna Lumley six weeks ago, half a million used and unwanted items have been shwopped – the equivalent of eight items a minute. Every single one has been donated to Oxfam for re-sale, re-use or recycling.
This coming weekend, the retailer is calling on customers to help it reach a million before the campaign hits its two-month mark. A special ‘money off’ Shwopping event on 21st – 24th June will see customers who shwop receive a £5 money-off voucher when they spend £35 or more on fashion in-store.
On hearing the results, Joanna Lumley said: “I’m thrilled that UK shoppers have become UK shwoppers. We set out to change the way people shop and put an end to clothes going into landfill – half a million items is a great start. We’re determined to give every item of clothing a future and help some of the world’s poorest people in the process. So, this weekend dig out that old t-shirt you haven’t worn for years and give it a new lease of life. Get Shwopping!”
