PrettyLittleThing has teamed up with new recycling app ReGain to encourage shoppers to take a more sustainable approach when discarding old clothes.
The e-tailer, owned by Boohoo Group, was one of several fast-fashion brands criticised by MPs over their role in the high street's throwaway clothes culture, which is generating excessive waste in the UK.
Last year, PrettyLittleThing, Asos, Boohoo, Missguided and Amazon UK were invited to give evidence as part of the Environmental Audit Committee’s sustainability of the fashion industry inquiry.
PrettyLittleThing said ReGain will allow shoppers to donate unwanted clothes at hundreds of pick-up points in return for discount codes that can be used with any of the app’s retail partners.
Brands including Missguided, New Look, Oliver Bonas, Little Mistress, New Balance, Asics and Superdry are amongst ReGain’s retail partners.
“By partnering with reGAIN, we encourage you to send back your used clothes for some amazing PrettyLittleThing discounts. Let us together make a difference to protect our planet,” PrettyLittleThing co founder Umar Kamani said.
Based in Manchester, PrettyLittleThing targets the 16-34 age group with clothing, footwear and accessories inspired by celebrity fashion, streetstyle, and social media trends.
In the four months until 31 December 2018, the brand posted revenue of £144.2m, up 95% on the previous year. The increase was higher than that of Boohoo Group’s namesake brand, up 14% during the same period, as well as Nasty Gal, which saw a 74% increase in revenue.