One year into the 23% campaign, and Londoners have passed on an incredible ONE MILLION items of clothes to TRAID for someone else to use. It’s also the fourth anniversary of the UN Sustainable Development Goals (SDGs).

Achieving the goals depends on every part of society doing their bit to achieve peace and prosperity for all by 2030. The 23% campaign is also an opportunity for the fashion industry to turn SDG12 – to ensure more sustainable consumption and production – into a reality. Here’s some of the brands supporting the 23% campaign so far, helping us to put one million garments back into use.

We’re excited to support the 23% campaign and this year, we transformed our King’s Road Gallery space into an exclusive vintage and second-hand pop-up shop in collaboration with TRAID. We’re also encouraging our customers to pass on clothes use special 23% donation banks installed in six of our stores. Creativity is at the heart of Anthropologie so supporting TRAID’s to keep clothes in use is natural fit.

Beaumont Organic

At the heart of our brand is sustainability and we strongly believe in TRAID’s ethos, and the focus on the UN’s Sustainable Development Goal 12. The louder we can all be on this subject, the more can be changed across the world. 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.

SDG12 resonates particularly with our brand and we design consciously and produce ethically to be truly sustainable especially in our use of organic cotton and fabrics such as modal and lyocell which use considerably less water compared to other 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. Wearing our collection is a protest in itself against the fast nature of the fashion industry, against the obsessive pursuit of trends and against the systematic abuse of women in the production line. 

We design clothes for remarkable women, but we’re also made by them. 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. 

That’s why TRAID’s 23% campaign is so important to us. We only want to make clothing that is loved, cherished and worn for years and decades to come. We know that people want more from their wardrobes but that the world of ethical, sustainable and local fashion can be a minefield. This is why we try to tick all the boxes for our customers, and why our partnership with TRAID is so important.


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’re on a mission to make renting an everyday occurrence, donate any items of clothing that aren’t quite suitable for our platform and pave the way towards a more sustainable future for fashion. 

We launched HURR  as the UK’s first peer-to-peer wardrobe rental platform, allowing women to share clothes securely and quickly. We’ve made it easy for our users to donate clothes to TRAID and they track the environmental savings made by our members.

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 the forgotten favourites collecting dust.

At Monkee Genes we are taking the initial steps in moving towards ‘Circular Fashion’. Designing and producing 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 and meet the Global Goals set out by the United Nations back in 2015. Together we can 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 and we ensure our materials are sourced and created as cleanly as possible, and all outsourced labour meets ethical and sustainable 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.

Learn more and support the campaign here