LONDON, January 23, 2023 /PRNewswire/ — Luxury children’s coat brand, British London, is today launching a circular fashion initiative on its website, aimed at extending the life of its pieces and rewarding customers for supporting durability.

British London's famous Chelsea coat.

British London’s famous Chelsea coat.

The Re:Coat project, a non-profit organization imagined by the founder of the brand, Rachel Attwood Hamard, offers online customers the ability to return purchases carried by their child in exchange for “green vouchers” that can be used for future purchases. The returned coats are then repackaged and offered for sale at a small proportion of the original ticket price, giving them a second (or third) life and providing wider access to the brand’s luxury items.

Speaking of the inspiration behind the Re:Coat project, Attwood Hamard says: “There is a lot of talk about sustainability in the fashion industry, but now is the time for brands to put their money where they say it does. British London’s circular initiative is about our commitment, as an ethical brand and sustainable, to minimize waste, maximize the life of our garments and help cultivate a fashion culture that puts the environment first.”

A pilot Project Re:Coat campaign proved successful, with most pre-loved luxury coats being reallocated to new customers within a day and long-time customers expressing enthusiasm for the zero-waste circular program.

British London plans to roll out the program across all of its product lines and among its international retailers in the near future.

With this new initiative, British London’s sustainability and ethics program will include its commitment to:

  • use sustainable, natural and quirky materials in its collections;

  • ensure the maximum longevity of his clothes;

  • sourcing locally and supporting local communities in their purchasing choices;

  • pay a living wage to all employees;

  • avoiding plastic and using recycled cardboard in its packaging;

  • facilitate circularity and a “zero waste” ethic via the Re:Coat initiative and involve customers in its sustainability journey.

About: Britanical London is an award-winning luxury childrenswear brand specializing in finely tailored coats. It manufactures all of its heritage quality pieces in London, using premium durable fabrics. Craftsmanship and community are essential to British London and it has a legacy in London sewing dating from the Victorian era.

PR contact: Zita Adam Klein
Telephone: +441273 455845
Instagram: @british_london

The British classic from London, the Marylebone peacoat.

The British classic from London, the Marylebone peacoat.



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SOURCE British London

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