M&S Shwopping Launch Campaign

In 2008, M&S and Oxfam launched a clothing exchange, meaning that customers could donate their unwanted clothing and receive an M&S voucher in return. In 2012 the clothing exchange was re-named Shwopping, and a high-profile publicity campaign featuring celebrity Joanna Lumley helped to raise awareness. Donated clothes were collected by Oxfam and either resold in their charity shops, reused or recycled to support people in poverty. Since 2008, the M&S and Oxfam partnership has resulted in rehoming more than 35 million items – that's 35 million fewer items going to waste, as well as raising an estimated £23 million for the charity.