The best way to mitigate waste generation is to reuse and recycle.

If it is time to clean out your wardrobe, the best thing you can do is to try and give your clothes a second life, fix what can be repaired, or give them to anyone who may need them. If, on the other hand, a garment has reached the end of its useful life, we recommend recycling it to try and obtain raw materials of equal or greater value.

Massimo Dutti wants to help customers reuse and recycle. To this end, the company has set up containers to collect of garments, footwear and accessories in shops from eight brands, as well as in the cities and offices of some of its main markets. Through its clothing collection programme, it works with 45 non-profit organisations, with companies specialising in recycling, and with technology specialists to prevent used garments from ending up in a landfill.

The items collected in these containers are donated to non-profit entities such as Caritas, Red Cross, Oxfam and CEPF, which classify them for repair (and, in this case, resell them for social purposes) or recycling (in the case of Caritas, this service employs people at risk of social exclusion). Following the firm’s commitment to the Global Fashion Agenda, in 2020 we will meet the goal of reaching agreements of this kind with more than 40 entities around the world.

Massimo Dutti also helps companies specialising in recycling to improve their technology, which in the future will obtain new raw materials that will be the same or better quality than those collected.

In this area, the brand’s collaboration with Lenzing—an Austrian company that produces sustainable textile fibre made of plant origin TENCEL® Lyocell—to manufacture top-quality textile raw material from its textile waste, is a highlight.

But beyond recycling clothes, Massimo Dutti also reuses and recycles in other areas of its operations in order to achieve its commitment to zero landfill waste by 2023. In 2020 the brand eliminated the total number of plastic bags and the paperless receipt system is already in place for all online orders.

Likewise, the gift envelopes have also been replaced with a more uniform image along with the new bags and online order boxes. This is part of our Green to Pack project, which has the main objective of optimising the packaging used throughout the supply chain, and minimising waste of any kind.

. In this sense, the brand has committed to collecting 100% of all packaging materials by 2023 for recycling or reuse in the supply chain.

Innovation is also under way so that all the plastics used by Massimo Dutti in its activity can be reused, recycled or composted so that they can be reintroduced into the circuit, as we are committed to the New Plastics Global Economy Commitment, promoted by the Ellen MacArthur Foundation in collaboration with UN Environment. By 2023, it will have eliminated 100% single-use plastics for customers.