John Lewis launches FashionCycle

• FashionCycle looks to reward customers who donate five or more pre-loved clothing items
• The pre-loved items will either be resold or recycled, encouraging customers to shop more sustainable and extending product life cycles
• FashionCycle is an exclusive initiative for My John Lewis members

With over 300,000* items of textiles thrown into UK landfill each year, we want to provide our customers with an alternative solution for recycling their preloved clothes and reward them for their efforts. 

FashionCycle looks to reward My John Lewis members (John Lewis loyalty reward programme) for their clothing donations by providing them with a £5 offer to spend in shops when they donate five or more items in store. Customers will be able to bring in their pre-loved items** from any brand to their nearest John Lewis shop, where they will be rewarded with the £5 offer to shop when they spend £20 or more across fashion and homeware departments (excluding online). 

This follows our hugely successful introduction of our BeautyCycle reward scheme, which launched back in 2019. So far, more than 85,000 MyJL members have donated to BeautyCycle, saving an incredible 425,000 products from going to landfill.

“In particular, this scheme will help our pledge to increasingly move away from a 'make, take and dispose' model to a 'repair, reuse or recycle' approach - an evolution that will help our customers shop more responsibly and be key in eliminating unnecessary waste and extending product life cycles.”

FashionCycle forms part of our ongoing commitment to lower our carbon footprint and provide more takeback solutions that help our customers shop more ethically and responsibly. In particular, this scheme will help our pledge to increasingly move away from a 'make, take and dispose' model to a 'repair, reuse or recycle' approach - an evolution that will be key in eliminating unnecessary waste and making products more circular.

Notes to Editors

*Source: WRAP

** T&C’s apply, excluding the following items: Underwear, lingerie, socks, tights, accessories, footwear, hand bags, swimwear, baby vests, baby grows, towels, bedding and nightwear. We can accept the following items: shirts, t-shirts, jumpers, cardigans, jackets, coats, shorts, trousers, jeans, bags, childrenswear, dresses, jumpsuits, and skirts. These must be clean.