Monki debuts global in-store sustainable fashion campaign: Monki Cares

Popular Scandinavian fashion brand Monki is on a mission to only use recycled or sustainably sourced materials by 2030, launching its debut environmentally friendly campaign – Monki Cares. The fashion-forward Swedish label wants to help reduce climate change and is actively encouraging customers to do the same, showing them ways they can help in an accompanying promotional video.


Monki customers are being urged to help take care of the environment

With a comical yet informative stance, the footage shows a young girl ringing up the 1-800-Lazy-Eco hotline, asking the receiver how they can be more environmentally friendly. Ways include washing your clothes in a machine less frequently to save electricity, with freeze cleaning, spot washing, drying them in the sun, and even turning them inside out recommended options. Obviously, clothes still need to cleaned, but Monki advises everyone to wash garments at 30 degrees as supposed to 60 degrees.

According to the video, becoming eco “the lazy way”, is very simple. Other tips include recycling old clothes, restyling how you wear them and on a more serious note, not wearing fur. On Monki’s website, the store reveals it’s plans to help minimise environmental damages by only using 100% organic and sustainably sourced cotton. It also plans to recycle materials such as wool and polyester. The brand even lists a “no-go” material list, which includes PVC, fur, angora, merino wool and any rainforest products.


The campaign encourages customers to recycle old garments 

Monki customers are invited to take part in the campaign by contributing old clothes and home textiles to their nearest store, and as an incentive, they will receive a voucher. Meanwhile, the clothes will then either be sent to a second-hand clothing store or transformed into new products, while those deemed unsuitable for reuse or rewear with be recycled.

And Monki isn’t the only fashion brand to help others. Last month, Toms and & Other Stories joined forces to create a beautiful 26-piece ready-to-wear charity collection. With each item of clothing sold, & Other Stories promises to fund a month of English language classes, while Toms will give a new pair of shoes to a child in need for every pair purchased.


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