Asos, the British fashion retailer, launched‘Responsible Edit’, which consists of more than 3,000 clothes, shoes and accessories that are made using recycled and sustainable materials.
Making it easier for buyers to find sustainable fashion, the ‘Responsible Edit’has been created, bringing together ethical brands and products on its website.
“Giving you the confidence to shop with both sustainability and style in mind, our ‘Responsible Edit’ is your one-stop home for all the environmentally conscious clothing, accessories and living items at Asos,” stated the company on its website.
The site currently has 1,070 pieces of clothing that are recycled and 7,942 items that are made out of sustainable fibres from brands including Monki, Selected Femme, Tommy Hilfiger, Ellesse, Wolf and Whistle, Colussion and Asos’s branded line, Asos Design, to mention a few.
Drapers reported that new products will be added to this collection on a daily basis and a wider range of filters will be introduced to help narrow down searches.
According to a survey conducted by Drapers, 91.6 per cent of respondents said that customers are showing a growing interest in environmental issues.
Apart from the‘Responsible Edit’, Asos has also introduced a responsible filter that helps shoppers find clothing that is recycled and made with sustainable fibres.
Asos is following the footsteps of Net-a-Porter and Boohoo. While Net-a-Porter introduced a similar feature called Net Sustain, which helps buyers discover sustainable fashion, Boohoo launched its first sustainable range and received ‘Greenwash’backlash because the clothes were made of the blend of 95 per cent recycled polyester and 5 per cent elastin. Experts said that this mixture makes it impossible for the pieces to be recycled and questioned whether this range would cause much of a difference.
British retailers are now increasing efforts to provide sustainable fashion to customers after facing months of pressure from activists and the parliament.