British menswear brand &SONS has partnered with the Cotton Lives On™ recycling programme with a consumer-facing campaign, encouraging customers to give a second life to their cotton products.
Running for one month, &SONS customers are invited to donate unwanted garments to the Cotton Lives On™ programme, receiving 20% off their next &SONS purchase in-store at its London and Cheltenham locations. Items given can be of any brand with a minimum 85% cotton content.
Commenting on the partnership, Kelly James, Head of Operations, &SONS, said: “&SONS believes in clothing which is made with care and built to last. This project with Cotton Lives On™ is a celebration of circular fashion, community, and the stories our clothes carry.”
“We are so pleased to welcome &SONS to the Cotton Lives On™ recycling programme by launching a consumer campaign,” said Andrea Samber, Director of Brand Partnerships for Cotton Incorporated. “&SONS has built a community of conscious consumers who value well-made, quality clothes and we want to help them continue to do the right thing and avoid useful cotton entering landfill.”
&SONS joins a growing collective of UK fashion brands and retailers already participating in the Cotton Lives On™ recycling programme including Margaret Howell, ME+EM, PAIGE, Charles Tyrwhitt, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie, Bianca Saunders and The White Company.
The Cotton Lives On™ programme diverts old cottons from landfill and transforms them into mattresses for people at risk of homelessness. To date, the Cotton Lives On™ recycling programme has collected approximately 8,000kg of cotton in the UK and provided over 100 roll mats. Each new roll mat contains the equivalent to 45 cotton T-shirts. People around the UK at risk of homelessness and living in difficult conditions are given the roll mats as part of their first essential products package when moving to a hostel, or as part of their new home kit once they have been found a more permanent place of residence.
The Cotton Lives On™ recycling programme’s purpose is simple. Its aim is to reduce landfill waste and extend the life of old cotton in a way that helps both people and our planet.
About the Cotton Lives On™ recycling programme
Inspired by a similar and successful programme in the U.S., the Cotton Lives On™ recycling programme was created in 2022, jointly by Cotton Council International and Cotton Incorporated as a call-to-action to recycle old cotton and give it new life by transforming it into something new.The programme strives to inspire sustainable living by educating consumers on cotton’s natural life- cycle and divert unwanted old cottons from the landfill. As a result of this, the programme can help to close the loop on cotton sustainability while emphasising the benefits and environmental stewardship of U.S. cotton.
Cotton Lives On™ is a trademark of Cotton Incorporated.
About &SONS
&SONS believes quality knows no borders. It’s not about where something is made—it’s about how, and who made it. We work with skilled craftspeople across the globe, each chosen for their expertise, ethics, and attention to detail. From recycled swimwear to handmade leather goods, every piece starts with the same principle: make it well, make it last, and make it with care.