Yellow Octopus upgrades green app

Sustainable fashion company Yellow Octopus Group has enhanced its clothes recycling app reGAIN to further drive consumer behaviour

Yellow Octopus has partnered with InPost to encourage and incentivise more sustainable behaviour by offering consumers exclusive discount coupons for every donation made.

In doing so, it will contribute to the creation of “circular fashion” with old clothes being reused, recycled or remade into new products and preventing them from ending up in landfill.

Consumers can register old clothing via Yellow Octopus’s reGAIN app and drop off donations to any InPost locker in the UK completely free of charge — with the whole process taking a matter of seconds.

Carbon emissions

The home delivery trend for online shopping and returns could become unsustainable if it continues to surge. Accordingly, the fashion industry is facing heavy pressure to reduce carbon emissions and waste, not least from a new generation of consumers who demand more environmental accountability — this has given added impetus to the argument for circularity.

Jack Ostrowski, founder of Yellow Octopus Group, said: “It’s so important for us to make it as easy as possible for people to get behind reGAIN in order to drive consumer behavioural changes, as we push to transition from a linear fashion industry model to a circular one”.