jeans on rail in traid shop

The UN Sustainable Development Goals depend on every part of society doing their bit to achieve peace and prosperity for all by 2030, from consumers to businesses to governments. The 23% campaign also calls on retailers and brands to use their influence and platforms to encourage their customers to pass unworn clothes on. Here are some of the brands which have joined TRAID, and thousands of Londoners, to put one million garments back into use in just one year.


“Anthropologie is excited to support the 23% campaign. We created an exclusive vintage pop up with TRAID in our King’s Road gallery and have donation banks installed in six of our stores. Creativity is at the heart of Anthropologie so working with and supporting TRAID in its work to keep clothes in use is a natural fit.”

Beaumont Organic

“We have been inviting our London customers to take TRAID’s 23% campaign action when they are clearing out their clothes. We love the idea that when these clothes are resold they will raise funds to support garment workers and their families across the world. As a brand we desig n consciously and produce ethically especially in our use of organic cotton and sustainable fabrics. As consumers we need to buy wisely and think about the true cost of our purchases.”


“At Birdsong, we create clothing for women who dress in protest. We work with expert women makers who face barriers to employment – from artists and printmakers to seamstresses and painters – and pay them the London Living Wage to bring our designs to life. Wearing our collection is a protest in itself against the obsessive pursuit of trends and the systematic abuse of women in the production line. We know that people want more from their wardrobes and that’s why our partnership with TRAID and the 23% campaign is so important to us.”

Huit Denim Co.

“Hiut is proud to support TRAID’s 23% Campaign as it is drawing attention to the issues that are created by fast fashion and offering a realistic solution to combat it. The campaign highlights something that we believe at Hiut Denim, the idea that it is possible to ‘fashion more with less’. We are working towards a more sustainable fashion future by ensuring that wherever we can, we leave minimal amounts of waste. We do not contribute to the tonnes of wasted clothing fabric that is produced in the UK by offering a free repair for life service on our jeans so they last for as long as possible. For the future, we are working with sustainable mills and looking into a variety of sustainable fabric sources.”

Hurr Collective

“We partnered with TRAID with the aim to inspire, persuade and encourage Londoners to put their unworn clothes back into circulation. We launched HURR as the UK’s first peer-to- peer wardrobe rental platform to make it easy for women to share clothes securely and quickly. Our users can donate any items of clothing that aren’t quite suitable for our platform which means they are making environmental savings and helping to pave the way towards a more sustainable future for fashion.”

Monkee Genes

“We are so proud to partner with TRAID on its 23% campaign. We hope that it encourages our customers to think about the impact their wardrobe has on the world and inspire them to make a change. Many of our followers have been inspired by the campaign so far, delving into their wardrobe with the aim of bringing new life to forgotten favourites collecting dust. At Monkee Genes we are taking the initial steps to design and produce sustainably, while encouraging our customers to consume and recycle responsibly. There is a new generation coming through that are passionate about the planet and are more educated than ever before about what needs to be done to save it. Consumers and brands have the power to change the industry, meet the Global Goals and make a difference.”


“We are a huge fan of everything TRAID is doing and love the 23% Campaign as it raises awareness of how so much of our wardrobes are unnecessary purchases. Thought is working to make the fashion industry more sustainable. We ensure our materials are sourced as cleanly as possible and that all outsourced labour meets ethical standards. Supporting the Sustainable Development Goals (SDGs) is a no brainer and we believe that so many of the SDGs can be positively affected by changes within the fashion industry, from Climate Action, to No Poverty to Gender Equality.”