Dive Brief:
- Direct-to-consumer underwear brand Parade expanded its sustainability efforts Tuesday by launching the first free recycling program for its category in the U.S., according to a press release emailed to Retail Dive.
- Through the new initiative, called Second Life by Parade, consumers can return as many pairs of gently used underwear as they want from any brand in exchange for a 20% Parade credit. To do so, they can request a Second Life by Parade package through the brand’s website and receive a complimentary biodegradable bag and prepaid shipping label.
- Second Life by Parade aims to limit individuals’ carbon footprint. Parade partnered with waste management firm TerraCycle for the initiative.
Dive Insight:
Parade joins several retailers in launching its own recycling program as pressure from both consumers and investors mount.
Ulta, for instance, teamed up with Loop (a division of TerraCycle) last year on refillable packaging. Meanwhile, shaving brand Schick unveiled its first fully recyclable razor in March. Last year, Nike also launched its refurbishment program, which accepts returns for gently worn, like-new or imperfect shoes to be refurbished and resold at 15 stores.
In Parade’s program, all returned items will be recycled into new products such as insulation, furniture and bedding.
“This launch provides consumers with the opportunity to responsibly recycle their used intimate apparel and ensure that it is diverted from the landfill,” TerraCycle CEO and founder, Tom Szaky, said in a statement. “Together with Parade we are providing an end-to-end recycling program that will make it easier for consumers to mitigate their carbon footprint and have a positive impact on the environment for future generations.”
Parade is on its way to being carbon positive by 2025, per the release. The company also said it is the first intimates brand that has committed to climate action organization Science Based Targets Initiative to reduce its emissions. Parade’s products are currently made from recycled fabrics and shipped using packaging that is recycled and recyclable.
“We already create products out of sustainable materials, but we know that’s only part of the challenge,” Kerry Steib, head of impact and communications at Parade, said in a statement. “Second Life by Parade will help address the category’s end-of-life problem by repurposing fabrics without using virgin materials.”
