Shopping at ASOS is about to change, in the best possible way. The fashion retailer has announced a partnership with delivery service DPD on a new circular fashion initiative, called ReLove. The partnership will enable ASOS customers to donate preloved clothing to one of their five leading charities (including Scope, Marie Curie, British Heart Foundation, British Red Cross, and The Children's Society), when receiving their ASOS orders at their doorstep.
The initiative kicks off today, on 15 April, to coincide with the reopening of charity shops in England and Wales, and requires customers to download the YourDPD app to select the option to donate as they await a delivery. The preloved item will then be collected and checked by DPD when they make the customer's ASOS delivery. The item will then be sent back to the depot, where it will be labelled and delivered to the charity of the customer's choice. Sounds pretty simple to us!
Chief strategy officer at ASOS Patrik Silén said that "Our focus has always been on providing our customers with an outstanding retail experience, and a key element of that is giving them opportunities to shop with us more responsibly. We know that our customers are very active in donating their pre-loved clothing and that they see it as a great way of keeping products in use and out of landfill, so partnering with DPD on the ReLove initiative is a natural fit for us. We're proud to be joining forces with the team to drive sustainable solutions and look forward to seeing our customers' response over the coming weeks."