Launched in 2014, (see letsrecycle.com story) the campaign aimed to help promote the recycling and reuse of clothing as well as promoting messages around purchases and clothes usage. It marked a significant change in approach from WRAP which had earlier said it did not see textiles as an area suitable for its work.
Funding
The Department for Environment, Food and Rural Affairs had funded the campaign but the money has stopped as priorities were changed.
Accordingly, WRAP says it has now decided to ‘archive’ Love Your Clothes and the website will be re-directed to the charity’s citizen-focused textiles webpage.
A spokesperson for WRAP said there has been multiple campaigns under the Love Your Clothes branding which had recruited and engaged hundreds of “Super-crafters” nationwide, and for nearly ten years inspired people to love their clothes through repairing, upcycling, swapping and buying second hand.
The spokesperson continued: “It has been a truly inspirational project with long lasting impact. However, due to a change in funding priorities by government and following feedback from our Textiles 2030 Citizen Working Group, WRAP feels it can no longer maintain Love Your Clothes as an active communications tool.
“WRAP has decided to archive the citizen facing Love Your Clothes brand and focus instead on providing brands, retailers and other partners with citizen messaging. So from 31 March 2023, WRAP has archived the Love Your Clothes website, resources and linked social media platforms. Now, the Love Your Clothes website will re-direct people to WRAP’s Recycle Now Clothing and Textile webpage for the public.”
Legacy page
A Love Your Clothes legacy campaign page will also provide a campaign description, campaign highlights and an example of the archived resources.
WRAP remains dedicated to mitigating the huge impact clothing and textiles has on the environment
WRAP remains dedicated to mitigating the huge impact clothing and textiles has on the environment, the spokesperson added. “Reducing the environmental impact of clothing across the UK, and influencing a more circular approach to clothing globally, remain key to WRAP’s mission.”
The charity is to continue to work directly with industry through Textiles 2030, and with other partners “to harness the knowledge and expertise of UK leaders in sustainability to accelerate the UK fashion and textiles industry towards a circular economy. WRAP is also looking at international opportunities for Textiles 2030.”
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