Miele Hong Kong joining Redress in clothing drive

Miele Hong Kong, the appliance brand, is joining forces with environmental charity Redress in a bid to challenge residents to be less wasteful with unwanted apparel.

It is using a citywide clothing drive from November 6 to 19 to re-direct wardrobe items away from landfill and back into the fashion loop.

While new studies suggest that more than 60 per cent of Hong Kong residents now consider recycling their clothes, 111,690 tonnes of textiles are still being dumped each year. This means that about 15,000 garments or textile items go into landfills every single hour

The Get Redressed x Miele Clothing Drive is seeking donations of used clothing, shoes and accessories that will directly benefit such charities as Christian Action, Friends of the Earth (Hong Kong), Green Ladies and Green Little of St James’ Settlement, Pathfinders and the Tung Wah Group of Hospitals.

High-quality clothing and accessories will be sold at the Get Redressed charity/secondhand pop-up shop from November 22 to 25 to raise funds for Redress, enabling it to continue its 10-year legacy of cutting waste out of fashion.

Partner locations where donations can be left include Caelum Greene in Central, the Miele Experience Centre in Lee Garden Six, and PizzaExpress outlets in K11 Art Mall, V City and Yoho Mall.

Miele Hong Kong marketing director Richard Green says the company sees the importance of sustainability and is keen to promote laundry care through a holistic approach, including motivating consumers to keep their clothes in use for longer.

Redress hopes to raise consumer awareness of the importance of clothing care to keep garments in active use longer. It says that extending the life of clothing by nine months is estimated to reduce carbon waste and water footprints by around 20 to 30 per cent each.