Belgian fashion company LolaLiza continues to focus on sustainability and underlines its growing commitment to the circular economy with a large-scale recycling initiative. In collaboration with the second-hand chain De Kringwinkel in Flanders, the project runs until November 6 in all LolaLiza stores. The campaign builds on the success of the previous initiative with the non-profit organization Terre in Wallonia, which saw more than a tonne of textiles recycled. The aim of this campaign is not only to increase the amount of recycled clothing, but also to increase awareness about the importance of reuse in the fashion industry.
LolaLiza’s sustainability strategy in collaboration with local heroes
According to Annelien Alaerts, Marketing Manager at LolaLiza, the collaboration with De Kringwinkel is a crucial step to promote the circular economy in the sector. “For us as a fashion company, it is essential to contribute to a greener future,” Alaerts tells FashionUnited. “Logistically and financially it is currently not possible for us to start our own ‘Preloved’ platform, as larger players do, which is why the collaborations with De Kringwinkel and Terre are the best way to emphasize the importance of second-hand fashion and recycling .”
Last year, more than three and a half tons of textiles were collected thanks to the collaboration with Terre, much of which was reused or recycled. The goal now is to repeat or even surpass this success. For LolaLiza, however, this action is more than just a recycling project – it is part of a broader sustainability strategy that is reflected in all facets of the company, from production and transport to energy efficiency in the stores.
Customer engagement and circular economy
LolaLiza customers are actively involved in the recycling project: anyone who hands in an old coat receives a 20 percent discount voucher for the purchase of a new coat. This form of reward is intended to not only increase involvement in the campaign, but also increase awareness about the importance of recycling and second-hand fashion. “We see that many customers use the discount voucher, but there are also customers who only donate without taking advantage of the discount,” says Alaerts. This shows that it is not just about financial incentives, but also about the growing environmental awareness of consumers.
An important part of the campaign is consumer information. LolaLiza has placed a wide range of communication materials in stores and on the website to inform customers about the importance of their donation and the processes behind clothing recycling. Creating video content provides insight into what happens to the clothing after the donation.
Flexible model for the B2B market
LolaLiza has realized that collaboration with external partners such as De Kringwinkel is not only crucial for ecological sustainability, but also for social responsibility. The local advantage of this collaboration is especially evident in social employment: De Kringwinkel offers work to more than 5,000 people who have difficulty accessing the regular labor market. “With this campaign we create more work for our employees and at the same time contribute to the promotion of local reuse,” says Barbara Thomas, Business Developer at De Kringwinkel.
The donated jackets are refurbished in the workshops of De Kringwinkel before being resold in second-hand stores or, if necessary, recycled. A unique aspect of this process is a workshop that focuses specifically on the repair of zippers – a common problem that often leads to garments being thrown away.
Future prospects
LolaLiza’s circular collaborations show that sustainability and fashion do not have to be a contradiction. This paves the way for a more environmentally friendly fashion industry in the long term. “This campaign is just the beginning. We already have more projects planned, such as our denim recycling campaign in February 2025,” says Alaerts. Thomas also sees the potential of the collaboration: “We are happy that LolaLiza is so open to collaboration. This initiative can be the first step in a broader collaboration, focusing on upcycling and other sustainable models.”
Source: fashionunited.nl
