With the slogan “Look good. Feel good”, Indian fashion brand Max Fashion is the first to follow the footsteps of western companies by introducing garment collecting to 17 stores across bangalore. Drop boxed will be placed in each store so customers can bring back unwanted and worn out garments for recycling.
By partnering with social enterprise Goonj, the donations will go towards clothing and sanitary items for people in slums across India. Fronted by Nicole Estelle Faria, an indian actress and model who won Miss Earth 2010, the initiative will also act as a campaign for World Environment Day. Satish Puranam, Vice President of retail operations said:
“This way, we can both reduce waste & give our old clothes a chance to a new life. Much fashion ends up in landfills; every year, thousands of tonnes of textiles are discarded with household waste. Most of those clothes could have been re-worn or recycled.”
Max Fashion has over 350 stores across 16 countries with plans for 160 stores in India by 2017.