M&S taps into Team GB pride

Marks & Spencer (M&S) has tried to tap into the patriotic fervour stemming from the success of Team GB at the London 2012 Games by unveiling the “word’s largest Union Jack flag”.


The retailer unveiled the flag, which uses 2,100 items of unwanted clothing, at West Ham Park in London yesterday (9 August) to raise awareness of its Shwopping recycling inititiave.

M&S partnered with local volunteering group Elevation Networks and charity Oxfam to create the flag and says all items will be reused, resold or recycled.

Earlier this year, M&S said that it wants to “revolutionise clothes shopping” with the launch of its Shwopping initiative that aims to get customers to donate one unwanted item clothing for every new item they buy. The campaign aims to reduce wast to landfill sites by changing customer behaviour.

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