LONDON – The UK’s Waste & Resources Action Programme – WRAP – has shelved its Love Your Clothes campaign after almost a decade. The programme was launched in 2014 and aimed to help promote the recycling and reuse of clothing as well as promoting messages around purchases and clothes usage. The programme gained huge media coverage and profile, although it’s questionable whether it had much impact given the burgeoning popularity of brands such as Shein since the time Love Your Clothes was launched.
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