Wasting clothes is out of fashion. Why more of us are recycling textiles.

The nation’s habits are changing! WRAP’s new report, Valuing our Clothes: The Cost of UK Fashion shows that as a country we are now putting less clothing and textiles into residual waste, and finding ways to re-use and recycle textiles instead. The report revealed that since 2012, 50,000 tonnes fewer items of clothing have been disposed of in household bins.

Fantastic news! And here’s why it’s such a big deal:

The true cost of cheap clothes is felt by the planet 

When it comes to clothes, our compulsion to buy cheap, break and then replace is actually a very costly process. Manufacturing clothes uses vast amounts of resources (it takes 1,800 gallons of water to make one pair of jeans!), not to mention the carbon emissions associated with the transport of these garments. WRAP estimates that extending the lifetime of 50% of UK clothing by nine months would save 8% carbon, 10% water and 4% waste, on a per-tonne basis. And from their report, it looks like consumers are starting to get the message.   

Landfill out of fashion – our values are changing 

WRAP’s research is significant because it indicates a rising trend towards adopting more sustainable behaviours. Not only are we sending less textiles to landfill, we are also taking actions to extend the life of our clothes, so we replace them less often. WRAP reports that in the UK, more people now wash their clothes at 30 degrees instead of 40 and use tumble dryers less frequently. These regular changes lead to approximately 700,000 tonnes less CO2 emissions in the UK each year. 

The Giants are awakening 

Increasingly, major clothing designers, brands, manufacturers, retailers and fashion houses are signing up to WRAP’s initiative: Sustainable Clothing Action Plan (SCAP), which commits these companies to reporting on carbon, water and waste footprints of their clothing every year. Primark is the latest retailer to sign up to the SCAP initiative alongside AsdaAsosArcadiaTed BakerNext and JoJo Maman Bébé. Still more work to do Despite the positive feedback from WRAP’s report, the overall environmental footprint of UK clothing has risen by 2 million tonnes since 2012 and now stands at 26 million tonnes of CO2e, putting clothing fourth after housing, transport and food in terms of its impact on the environment. At Local Green Points we run recycling schemes to raise awareness about the importance of sending less waste to landfill, with modules focused on recycling and upcycling textiles. By rewarding sustainable behaviour changes, we successfully motivate and engage residents to reduce, re-use and recycle what they might have wasted.  

Find out more about our recycling rewards schemes here

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Bethany Fruen

Head of Communications

Bethany Fruen

Since joining Jump fresh out of university back in 2013 I’ve seen many changes in the way we communicate – both as a company and more widely within the sustainability industry. The current shift of sustainability to the mainstream is accelerating at a pace and it’s exciting to be part of this step change.  The insight I get from individual participants in our client programmes is invaluable as it helps me figure out the best way to get our messages across.

My team and I use digital communications to recognise individual and team success, providing information in a fun, meaningful way that encourages people to take action. It’s about creating a feedback loop where people see that their actions are having an impact and this is very powerful in creating positive change within an organisation.


Lawrence Mitchell

Change Management

Lawrence Mitchell

I am Chief Customer Officer of SumoSalad, former Chief Marketing Officer at RELX: Risk & Analytics and Founder of RAW Energy. Having worked in publishing for 20 years, living through the first phases of the digital revolution, I’m used to disruption, uncertainty and transformation. But through all of this, my belief in putting the customer at the heart of an organisation by leveraging data analytics has helped multiple brands innovate, evolve and transform. 

I’m a huge advocate for promoting wellness in the workplace which is central to our Jump mission, and created the award-winning RBI Living Well programme. Through my RAW Energy platform, I support business and community leaders to be more resilient, more authentic and more focused on wellbeing.  A regular contributor to marketing, customer experience and wellness forums, I’ve written three books including Success without Stress: How to Prevent Burnout and Build Resilience for Optimal Health & Performance. 

Mark Lance

Finance & Company Secretary

Mark Lance

I helped Graham set up Jump in 2011 and it’s great to be involved in such a dynamic, growing business where I can apply my specialism in corporate compliance to ensure we are meeting our statutory and financial obligations.  I am an associate of the Association of International Accountants (for whom I also act as a quality advisor) and a fellow of the Institute of Chartered Secretaries & Administrators. 

Alongside Jump, I’m a director of Cornhill Group, a corporate service business in London advising the boards of businesses in a wide variety of sectors including shipping, energy, media and aviation, and I’m also a director of a global energy trader. 

Rob Metcalfe

PR & Marketing

Rob Metcalfe

Alongside Jump, I’ve been helping clients get their message across for over 30 years,
most recently as chief executive of Richmond & Towers, the longest
established public relations consultancy in the UK.  A Chartered Marketer,
I’m increasingly helping clients frame their message around sustainability,
particularly in food, waste and energy. The Guardian once described me as being
the “evil genius who got us all hooked on avocados”, a claim I don’t deny.

Since helping Graham get Jump set up in 2011 I’ve enjoyed communicating about a
subject where there is a great willingness among companies and individuals to
do the right thing,  but understanding what practical action to take isn’t
always obvious. 

Graham Simmonds

Chief Executive

Graham Simmonds

As CEO of Jump I lead a talented team of professionals committed to sustainability and wellness.  For much of my 35 year career I’ve been immersed in environmental issues, particularly how to engage people in practical action.  Previously I built Trees for Cities from start-up to a global, award-winning charity as its founding chief executive, and I loved developing new initiatives such as The Edible Playground and the Million Trees Campaign.  

In 2011 I set up Jump as I felt organisations large and small want to motivate action amongst their people around wellbeing and the planet, and a professional team dedicated to this purpose would help them accelerate their journey.  I’m also proud to chair the Reward Gateway Foundation which supports organisations and projects that address inequality and disadvantage, with the ultimate mission of making the world a better, fairer, safer and more equal place to work.