Parade, the notable direct-to-consumer underwear brand, has unveiled its maiden free recycling programme in the US.
The new initiative, called Second Life by Parade, is seen as another effort on the part of the brand to enhance its sustainability measures.
Earlier this week, Spanish luxury bridal brand Pronovias too had launched a sustainable Second Life initiative.
Also Read: Spanish luxury bridal brand Pronovias launches Second Life initiative
Through the Second Life by Parade recycling programme, consumers can return as many pairs of gently used underwear from any brand in return for a 20 per cent Parade credit.
To make it happen, the consumers have to request for a Second Life by Parade through brand’s website and receive a complimentary biodegradable bag and prepaid shipping label.
Importantly, Second Life by Parade intends to restrict individuals’ carbon footprint. Parade has joined hands with TerraCycle – a waste management firm – for the sustainable initiative.
More on the alliance, Tom Szaky, CEO and Founder, TerraCycle, said that the launch of the recycling programme gives an opportunity to consumers to responsibly recycle their used intimate apparel and ensure that it is diverted from the landfill.
Parade, which plans to go climate positive by 2025, has, reportedly, said that it is the first intimates’ brand to have committed to Science Based Targets Initiative to reduce its emissions.
Founded in 2019, Parade has a Sedex Certified supply chain, which means it upholds the highest standards of ethical manufacturing.
