Give something worthwhile this Mothers’ Day and help reduce clothing waste in the UK
JoJo Maman Bébé have teamed up with Barnardo’s to redistribute clothing to vulnerable families in the UK. Did you know over £3.5k of children’s clothing goes to landfill per child growing up and each year 1 million tonnes of clothing is sent to landfill in the UK. Let’s try to change this with JoJo Maman Bébé, the UK’s leading independent mother and baby brand who has long championed ethical and sustainable business practices. Their new initiative aims to tackle the growing concerns over waste, whilst helping mothers in need in the UK.
Laura Tenison MBE, founder and MD of JoJo states: “As the youngest of five children with a frugal Scottish mother whose mantra was “waste not want not”, I was shocked to find out how much clothing ends up in landfill. I was also aware that giving to charities who ship our old clothes overseas to sell in the third world damages the local economy. We decided to work with our JoJo customers to tackle these issues.” According to an Oxfam report, used garments account for over 50% of the clothing sector by volume in many sub-Saharan African countries. A recent BBC article has explored the question of where our old clothes go – Click here
From a Mother to Another, is a simple system where gift packs of used, good quality clothing can be dropped into any of JoJo’s boutiques across the UK before 30th April 2015. As a thank you for their generous gift, supporters will receive a £5 voucher to spend with JoJo Maman Bébé. To find your closest local store, please click here. All gifted items are wrapped and sorted by gender, age and season. They will be distributed by Barnardo’s via their network of shelters and homes across the UK. From a Mother to Another will help to reduce landfill whilst providing good quality clothing to those in need in the UK.
Independent polling of over 1,100 British mothers of children aged 18 & under by YouGov, commissioned by Hubbub – the environmental charity – looked into the motivations and barriers associated with passing on children’s clothing. It reveals that:
- Over half of mothers (57%) would be more likely to pass on children’s clothing if it helped disadvantaged families in the UK.
- Only around half (53%) of mothers said they have passed on their children’s clothes.
“I am so proud to be taking part in this new sustainable fashion initiative,” adds Laura Tenison, “I’ve always passed on our outgrown clothes to others and hope that the hand-me-down tradition is re-ignited across the country. It may be a strange idea for a retailer, but we put people and the planet above profit and yet the business is thriving – proving you can do well whilst doing good!”
Eloise, their 50 year old Citroen HY lent her her looks for the launch