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
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
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.