Asda is bringing sustainable, secondhand fashion to its George brand.
UK supermarket chain Asda has partnered with Preloved Vintage Wholesale (PVW) for sustainable secondhand shops as part of its George clothing brand at 50 of its stores including locations in London, Bristol, Birmingham, Edinburgh, and Brighton.
“We know that sustainable fashion is something that’s really important to our customers and colleagues,” said Mel Wilson, George at Asda’s global professional lead—sustainable sourcing and quality. “They’re passionate about us encouraging everyone in the U.K. to think about the issues of waste and how we can make fashion and textiles more circular, so that we really can reduce the number of garments that go into landfill.”
Asda is the latest retailer to embrace secondhand fashion as a move toward sustainability. Luxury department store Neiman Marcus just expanded its resale service partnership with Fashionphile. Nike recently announced that it would begin reselling used shoes, among others.
Asda first tested secondhand offerings at its Leeds location and anticipates opening more locations in its bid to boost sustainable offerings. Under its George label, the supermarket chain, which operates more than 600 stores, is already selling zero–waste and refillable or reusable items. PVW is part of its “George for Good” commitment; Asda says it is working to reduce textile waste while promoting sustainable sourcing. Currently, customers can exchange used garments for a ten percent discount.
Consumers are pivoting toward secondhand as a more affordable sustainable option. Resale platforms like Vestiaire Collective, Depop thredUP, and The RealReal have become havens for eco-conscious consumers as platforms like TikTok drive interest in secondhand and thrift shopping.
“In a world where we are becoming more environmentally conscious this partnership will help bring sustainable fashion to the mainstream which is something as a business we strive for in everything we do,” said Steve Lynam, PVW managing director. “The more people that buy into the circular economy and shop vintage and retro, the bigger impact we will have on climate change.”