During the fall the fashion industry bombards us with advertisement. A new season equals new collections, from everyone, at the same time. Out with the old and in with the new, and consumption just keeps growing and growing. The fact is that the average swede throws 8 kilograms of clothes in the trash every year.
We were convinced that consumers want to contribute to a more sustainable society, if given the chance. We just had to lower the barriers and increase the incentives for them to do so. With the Fashion Return we created a win-win-win situation; we drove traffic to Farsta Centrum and increased sales in the local stores, we made it easy for shoppers to contribute towards a more sustainable way of living, and more importantly; we made sure that the old clothes did not end up in some landfill, but with people who really needed them.