George at Asda launches new recycling scheme exchanging unwanted garments for discounts

Along with Yellow Octopus Group, Asda has just launched a brand new sustainability recycling scheme, encouraging customers to ‘Take Back’ their unused and unwanted clothes. As an incentive, they will receive a 10% off voucher for Just pack up your old clothes and textiles, find a ‘Toyou’ drop-off location on the website. The scheme provides customers with a label or QR code. Scan the QR code when you drop off to receive the voucher.

The Yellow Octopus Group motto is “Less bullshit. More good shit”.

They are a group of entrepreneurs and innovators, focus on finding commercially viable solutions, instead of constantly talking about what the problem is. Their focus is on finding solutions that are commercially viable. Their ultimate goal is to transform the fashion industry from a Linear to a Circular Economy model.

“We are thrilled to assist ASDA in its effort to drive down textile waste and divert fashion goods from going to landfill. It is important for the whole fashion industry to transition from linear to circular business model and George is leading the way to achieve this ambitious goal”

Jack Ostrowski, CEO of Yellow Octopus Group

Yellow Octopus claims that it diverts one million pieces from ending up in landfill every month. Across 21 countries, 25,345,388 pieces of textiles were processed globally last year.

The project is important for Asda’s mission ‘George for Good’ which they have launched to help tackle the issues surrounding material waste. Not only does this divert clothing that may have otherwise ended up in landfill, it also generates vital funds for Asda’s Tickled Pink campaign which supports CoppaFeel and Breast Cancer Now.

Here’s some more information from Yellow Octopus about what happens to the textiles after they are received from Asda;


We offer Innovative upcycling solutions which enable us to create new products and materials out of fashion waste. Starting from Evrnu technologies which are used to create engineered fibers with extraordinary performance and environmental advantages, made from discarded clothing. Through collaboration with Fashion Students, many fabric materials get a second life in new student collections made from old apparel.
In Q3 of 2021 we will be launching our first innovative range of products made of textile waste.


We are also involved in traditional downgrade recycling. We co-operate with a network of recyclers who downgrade products that are unable to be reused or upcycled. We provide environmental certificates for every single item processed by us.

Zero Waste Policy

None of the products processed by Yellow Octopus go into landfill. Our Zero Waste Policy is rigorously implemented. Not only the textiles but also all other products such as plastic packaging and cardboard boxes are being recycled and upcycled. All is diverted away from landfills.

“ there has been a huge demand for garment recycling with many customers clearing out their wardrobes, so it’s been a big priority for us to make sure that we can not only help to facilitate recycling textiles in a simple and easy way, but that we are also able to give these items a second lease of life and help to drive much needed funding for our charity partners.”

Mel Wilson, Global Professional Lead – Sustainable Sourcing and Quality 

In addition to the ‘Take Back’ scheme, Asda continues to support textile recycling with over 400 clothes banks in their car-parks, which supports the Salvation Army.

In Asda’s sustainable store in Middleton, the Salvation Army’s permanent collection point currently recycles more than a tonne of textiles per week, as customers continue to support the recycling initiative.

The scheme was launched on Friday 26th February. Visit to find out more about what George is doing to support sustainable fashion.


Jon Mitchell
Originally from Brighton, UK. Jon graduated with a BA (Hons) Menswear Fashion Design Degree. He's worked as a Senior Sportswear Designer for Puma, Football Kit Designer at Umbro, Streetwear designer at Bench, Technical Outdoorwear Designer at Regatta Outdoors, and Denim designer at Next. Freelance clients in his portfolio include Adidas, Ellesse, Timberland and Ecko Unltd. Now residing in the beautiful village of Marsden, in the West Yorkshire countryside. Jon set up J Mitchell Design in 2017 which quickly gained a reputation as one of the UK's leading fashion design studios winning the award for Best Men's Fashion Design Studio UK 2019. JMitchellDesign has helped create and launch multi-product fashion start-up brands across sportswear, activewear, equestrian, lifestyle, and performance sectors. Along with his team of sustainable sourcing experts, Jon is working on sustainable projects to help change the destructive nature of the fashion industry. Visit his website or email him at to find out more.

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