Walmart’s subsidiary and leading British supermarket chain Asda along with its clothing brand George has united with the European Outdoor Group’s Microfibre Consortium to learn and cut the effects of microfibres, which gets into water bodies and poison the entire food chain, in clothing.
With this initiative, Asda has joined leading brands like, Marks and Spencer, IKEA, Asos and the North Face.
As part of the move, the brands will discuss research opportunities and projects targeted towards decreasing the amount of clothing microfibre that hampers the environment.
Laura Babbs, Sustainability Manager, Asda said that the company has been finding ways to reduce the effects its products have on nature for many years. “We voluntarily banned microbeads from our products and helped our suppliers to reduce their carbon footprint through our Sustain and Save Exchange,” she added.
Notably, this is not the first step taken by Asda towards building a sustainable environment. At the beginning of this year it pledged to reduce the usage of plastic and since then the retailer has eliminated 2,500 tonnes of plastic from its own packaging.
The movement against microfibers in the apparel sector has been gaining ground of late, as a recent report elucidated that out of all the shoreline pollution all over the world, 85 per cent comes from microfibres.
