# Fashion Retailer Recycling Initiatives ASOS' Leftover Fabrics are Used to Make Sanitary Pads By Kalin Ned | Published 2018-08-29 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/recycling-initiatives References: [designtaxi](https://designtaxi.com/news/401251/ASOS-Is-Collecting-Its-Leftover-Fabric-Turning-It-Into-Reusable-Sanitary-Pads/) & [standard](https://www.standard.co.uk/fashion/the-kujuwa-initiative-asos-sanitary-pads-a3919626.html?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI) Fashion retailer ASOS is contributing to the movement for sustainability with a recycling initiative that will support young women in Africa. The [ASOS Foundation](https://www.trendhunter.com/trends/asos-inspired-by) partners up with Kenyan clothing manufacturer SOKO Community Trust for a project that will make use of [textile scraps](https://www.trendhunter.com/trends/remake-by-burberry). Officially dubbed 'The Kujuwa Initative,' the collaboration is meant to support women in Africa by providing them with feminine products created from garment off-cuts from ASOS x SOKO's "Made in Kenya" collection. The recycling initiative is not only eco-friendly but socially conscious, as well. The [sanitary products](https://www.trendhunter.com/trends/natracare) will be delivered to young women in a kit that contains two pairs of cotton underwear, soap, and a wash bag. In addition to the pads that are able to last up to three years, the Kujuwa Initative will also provide young girls in the region with health education. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 82% | Activity: 91% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Sustainable Fashion:** Disruptive innovation opportunity: Develop new methods for recycling textile scraps and leftover fabrics in the fashion industry. - **Socially Conscious Initiatives:** Disruptive innovation opportunity: Create products that support social causes and empower underprivileged communities. - **Health Education for Women:** Disruptive innovation opportunity: Design educational programs and products that promote hygiene and wellness among young women. ### Industries Being Reshaped - **Fashion Retail:** Disruptive innovation opportunity: Integrate sustainable practices throughout the entire fashion retail supply chain. - **Textile Recycling:** Disruptive innovation opportunity: Develop advanced recycling technologies for textile scraps to reduce waste and promote a circular economy. - **Menstrual Products:** Disruptive innovation opportunity: Create innovative and eco-friendly menstrual products that address the needs of women in underserved communities. ## Related on Trend Hunter - [Textile Recycling Partnerships](https://www.trendhunter.com/trends/dunelm-and-the-salvation-army.md) - [Sustainable Toilet Papers](https://www.trendhunter.com/trends/asda-and-the-good-rol.md) - [Recycling-Focused Store Concepts](https://www.trendhunter.com/trends/cos-2.md) - [Affordable Deadstock Apparel](https://www.trendhunter.com/trends/shein-1.md) - [Social Good Clothing Campaigns](https://www.trendhunter.com/trends/zigzag-and-the-salvation-army.md) - [Circular Fashion-Enabling Partnerships](https://www.trendhunter.com/trends/coach-and-poshmark.md) - [Eco-Friendly Indian Fashion](https://www.trendhunter.com/trends/latin-quarters.md) - [Sustainability-Focused Material Partnerships](https://www.trendhunter.com/trends/supply-chain.md) - [Branded Feminine Product Donations](https://www.trendhunter.com/trends/free-tampons-and-pads.md)