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European Clothing Action Plan

Creating a circular approach to fashion across Europe

Welcome to the May issue of ECAP news. In this issue:
  • ECAP helps brands and retailers “take it to the next level”;
  • MADE-BY and Reverse Resources partner in an innovative new project;
  • we spotlight the recently published textile collections report;
  • we ‘Swap and Style’ with Love Not Landfill's young consumers; and
  • start building your own consumer campaign… plus much more.
New report

How do we increase used clothing collection, re-use and recycling in cities?

The new report published by ECAP delves into the innovative new collection methods taking place in 7 European cities. The study by Plan Miljø conducted for Rijkswaterstaat uncovered a wealth of different approaches with wide ranging benefits and learnings.

Highlights include Gothenburg doubling its collection rates in their pilot year to 3.6 Kg/capita, a figure 50% higher than the Swedish average.

New approaches to collections re-use and recycling included; City tender processes, collaborations between organisations, collections in multi-apartment waste areas, new initiatives with charities, plus much more.

What’s next? In the coming months Rijkswaterstaat will host meetings across Europe to share the lessons learnt and to encourage cities and municipalities to improve their own collection rates. For more information on the scheduled meetings you can contact Emile Bruls -

Read the full report here
#LoveNotLandfill – ‘Swap and Style’ event

Last month fashion conscious young consumers, fashion journalists, bloggers and influencers gathered at LM Barry (LMB) Textile recyclers for Love Not Landfill's ‘Swap and Style’ event. It was the first event in their #LoveNotLandfill campaign as part of Fashion Revolution Week. The assembled fashionistas delved into the treasure trove at LMB swapping their used clothing to create new outfits with the help of sustainable fashion stylist, Emma Slade-Edmondson from Back of the Wardrobe.
What’s next?  Love Not Landfill  will be connecting with two London schools to offer Year 12 and Year 13 students (aged 16 and 17) content for enrichment and PSHE days (Personal, Social and Health Education). Content will include screenings, workshops, swap and style events and expert sustainable fashion speakers. Watch this space for more news.
Watch highlights of the event here
New participants – “Joining the ECAP project enables us to take it to the next level”

We are delighted to announce that Dutch brand Imps & Elfs and Swedish brand House of Dagmar have joined the European Clothing Action Plan.
Imps & Elfs are now working with MADE-BY on a strategy towards their goal of using 100% sustainable fibres. House of Dagmar is also working with MADE-BY to reduce the environmental footprint of their collections, and is committed to using more sustainable fibres and designing for longevity. Participation in ECAP will help brands like House of Dagmar to map the footprint reduction of their efforts. Kristina Tjäder, Creative Director of House of Dagmar, said: “It’s in the DNA of our brand to have a responsible process. Joining the ECAP project enables us to take it to the next level.”
MADE-BY are also proud to announce that Aldi North and ALDI SOUTH have joined the European Clothing Action Plan, working with MADE-BY to develop a plan to source more sustainable fibres for use within their textile collections.

Their participation in ECAP builds on their commitment to sustainability and will help contribute to the primary goal of Aldi North and ALDI SOUTH to source more sustainable cotton.

Innovative new project – What’s the true value of material leftovers?

MADE-BY, in conjunction with their partner, Reverse Resources, is working with European based brands, retailers and their suppliers to assess the true value of material leftovers being created in today’s apparel supply chains. They are exploring solutions around traceability, recycling and re-manufacturing, in order to reduce “waste” and the amount of virgin materials being used. The aim is to move the sector towards a truly circular model that recognises the value of these pre-consumer leftovers. Spaces are open for brands, retailers and apparel suppliers to get involved in this innovative project through ECAP. Please get in touch with MADE-BY at

Get started with your own consumer campaign

To help you develop your own consumer messaging, we’ve created a consumer campaign pack filled with ready-made, practical communications materials, ideas and guidance. The freely available pack draws on the experience of WRAP’s successful Love Your Clothes campaign in the UK and features a range of editable artwork files to allow you to personalise your messages.

The campaign pack incudes messaging guidance and a series of campaign case studies and action plans to help you. Also included are social media and infographic templates, animated gifs, posters and flyer templates, plus more.

Download the campaign pack
View the case studies and action plans
An inspirational study tour

Danish representatives from municipalities, collectors, processors and the Danish Environmental Protection Agency visited the Netherlands in April for a study visit. The visit aimed to promote the improvement of textile collection and the findings from the ECAP report on the collection of textiles in European cities.

Organised by the Danish Waste and Resource Network (DAKOFA) and Rijkswaterstaat (RWS), the participants visited various organisations and institutions, including; Texperium and Frankenhuis, Saxion and Wieland. Dutch cities Amsterdam and Zaanstad presented their new textile collection policies and cases and exchanged knowledge.

Hear more from ECAP - upcoming events

Circular public procurement of workwear – A masterclass

ECAP has been working to help public procurers reach their environmental goals by using their buying power to stimulate a circular approach to workwear. Because of this buying power they are able to influence those in other sectors namely the private sector.

To share this knowledge we have developed a masterclass that aims to give practical examples, guidance, theory and learning to help your organisation move towards a circular procurement model that is great for the environment and for your bottom line. 

If you are interested, want to find out more, or even better, want to sign up for the masterclass please contact 

In other news

A big year for Mistra Future Fashion  - Read their annual report

2017 was an exciting year for the Swedish fashion research programme, Mistra Future Fashion. They have been flat out working to engage and drive awareness about the need for a systemic change in the fashion and clothing supply chain. You can read their annual report here.
Keep up to date with ECAP,  @ecap_eu, and find out more on our website.
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