Splash ‘life after fashion’ campaign benefits underprivileged people

Dubai / Emirates Business

A pioneering sustainability initiative introduced by leading retail brand, Splash, which encouraged householders to recycle their old clothes, resulted in over 11 tonnes of clothes being collected. Some of the collected items were distributed amongst underprivileged communities in Africa.
The ‘Life After Fashion” campaign saw Splash working closely with UAE-based laundry firms to communicate message of Life After Fashion and consumers were encouraged to visit Splash stores and drop unwanted items in specially designed boxes placed at the brand store. All these items were then delivered to Hands Industries who further categorised them into provision for used clothing markets, donation to African countries or for recycling purposes.
The design of the hangers was pivotal to the success of the campaign, as they depicted images of types of people benefitting from project, and as such they provided essential human ele- ment which resonated effectively with public and pro-mpted them to take action.
A second phase of the innovative campaign saw collection points installed in Splash stores, with shoppers encouraged to donate their old clothes as they purchased new items.
Raza Beig, CEO, Splash, Iconic & Landmark International & Fashion Director – Landmark Group: “Our aim was to raise awareness about the huge amount of unwanted clothing items that people throw away, which go into landfill, but which can be easily recycled for the good of others. We are very grateful for the co-operation of the public who donated their unwanted clothing and for the laundry companies who participated in the initiative and made it so feasible.”