John Lewis has launched a limited edition range of home and fashion products which have been designed to be longer lasting and more sustainable.
The 20-piece collection, which includes nightwear and filled bedding, have an increased amount of recycled content and are designed for longevity. The design also factors in how clothing items can be more easily recycled when customers are finished with them.
With almost half (45%) of UK citizens purchasing clothing at least once a month, and 23% saying they regularly buy clothing with the intention of using it for a short amount of time, the collection aims to offer a more sustainable choice for those looking for longer-lasting options.
The collection is available in stores and online, including items across nightwear, babywear, men’s cashmere, mattresses and filled bedding duvets and pillows.
Furthermore, as almost 80% of consumers are changing their shopping habits based on social responsibility, inclusiveness, or environmental impact, John Lewis has also made it easier for customers to shop the collection. Each product comes with a QR on its care label, providing information about its sustainable design according to circular design principles.
Kathleen Mitchell, commercial director at John Lewis, said: “We are constantly looking at changes we can make in our bid to combine style and sustainability for our customers. We know they want products that look good and that last, and that’s exactly what these designs offer.
“We’re continuing to learn about how to design more efficiently and to create products that our customers can trust to be good for both their pockets and the planet. It’s been incredibly insightful seeing the circular framework and strategy put to practice.”
Learn more about a circular approach to retail in the recently published SustainabilityX 2024 report.
Launched during this year’s Spring Festival, the report explores how forward-thinking boardrooms are embracing sustainability, shaping positive business models, and earning consumer trust in an era of greenwashing scepticism.
The report includes four retailer case studies, looking at how Avon, Emma Bridgewater, Reformation and Reskinned are approaching sustainable operations.
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