# One-for-One Apparel Campaigns (UPDATE) Marks & Spencer Launches a Recycling Initiative 'Shwopping' By leewashington | Published 2012-08-23 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/shwopping References: [youtu.be](http://youtu.be/b1_zbc_Ptcc) & [marksandspencer](http://www.marksandspencer.com/shwopping) Approximately 2 millions tons of clothes are thrown away each year in the UK, with half going to landfills; British retailer [Marks & Spencer](https://www.trendhunter.com/trends/clothing-repair-service) aims to put an end to this with a new recently launched campaign called 'shwopping.' The idea is to kick start a "buy one, give one" mentality, with customers handing over an unwanted item of clothing for every new one that they buy in the store. The unwanted garments are then [resold, reused or recycled](https://www.trendhunter.com/trends/preowned-platform) by its charity partner [Oxfam](https://www.trendhunter.com/trends/barbour-2). To promote the scheme, Marks & Spencer created a giant union jack using 2,100 unwanted clothes -- the flag measures 20 meters by 10 meters. The clothes then went on to be recycled. Increasingly, businesses are showing more consideration for the environment. Companies are not only rethinking the way they produce the items they sell, but considering what happens to them once they have been used. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 14% | Activity: 55% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Circular Fashion:** Disruptive innovation opportunity: Developing sustainable business models that promote recycling and reusing unwanted garments. - **Buy One, Give One:** Disruptive innovation opportunity: Implementing one-for-one campaigns that encourage customers to donate unwanted items for each new purchase made. - **Environmental Consciousness:** Disruptive innovation opportunity: Creating products and initiatives that prioritize environmental considerations and minimize waste. ### Industries Being Reshaped - **Retail:** Disruptive innovation opportunity: Introducing recycling programs and charity partnerships to reduce clothing waste in the retail industry. - **Fashion:** Disruptive innovation opportunity: Embracing circular fashion practices to transform the industry and promote sustainable consumption. - **Charity:** Disruptive innovation opportunity: Collaborating with retailers to develop initiatives that combine charitable giving and sustainable practices. ## Related on Trend Hunter - [Clothing Repair Hubs](https://www.trendhunter.com/trends/clothing-repair-service.md) - [In-Store Swap Shops](https://www.trendhunter.com/trends/primark-swap-shop.md) - [Social Good Clothing Campaigns](https://www.trendhunter.com/trends/zigzag-and-the-salvation-army.md) - [Circular Non-Shrink Apparel](https://www.trendhunter.com/trends/john-lewis-3.md) - [Closet-Clearing Challenges](https://www.trendhunter.com/trends/closet-clearout-challenge.md) - [Textile Recycling Partnerships](https://www.trendhunter.com/trends/dunelm-and-the-salvation-army.md) - [Rewarding Recycling Initiatives](https://www.trendhunter.com/trends/patagonia-2.md) - [Pre-Loved Clothing Platforms](https://www.trendhunter.com/trends/preowned-platform.md) - [Creative Laundry Solutions](https://www.trendhunter.com/trends/rewear-chair.md)