Royal’s Rewear Program works to shift consumer behavior in the direction of recycling and reselling clothing
SAN FRANCISCO, Calif. (July 13, 2016) — Returning to the company’s roots built upon environmental reverence and safekeeping, Royal Robbins takes a stance against sending clothing to landfills. With fast fashion taking a heavy toll on the planet, Royal Robbins’ new Royal’s Rewear Program encourages consumers to buy high quality, durable clothing made to last while recycling old product.
Founders and clean climbing pioneers, Liz and Royal Robbins built the company in 1968 upon the ethos of Environmental Safekeeping, which remains a pillar of the brand today. Recently, Royal Robbins became a bluesign partner, subscribing to manufacturing practices which ensure the safekeeping of natural resources and ecological surroundings.
Royal Robbins CEO Michael Millenacker stated, “Environmental safekeeping is the core foundation of our brand’s heritage,” said Millenacker. “We are devoted to continuing and expanding on Royal and Liz’s original vision. Royal’s Rewear program is a tribute to our heritage with a simple ethos: Recycle more and buy clothing that is built to last.”
This recycling initiative allows customers and employees to do their part and reduce the volume of waste being sent to landfills every year by sending items back or dropping them in collection bins at Royal Robbins stores. All apparel brands will be eligible for recycling through the Rewear Program. Any rewearable quality Royal Robbins apparel sent back will be re-sold at Royal Robbins retail stores in the new Royal’s Rewear department, and all other apparel received will be reused and recycled by partner, I:CO. These items will find a new home or be reused as products such as cleaning cloths, recycled into fibers for insulation and paddings or upcycled into new products.
Participants in the Rewear Program will receive an incentive coupon towards a future Royal Robbins purchase. All program proceeds benefit the Yosemite Conservancy, which funds projects and programs essential to Yosemite’s future and is the birthplace of the brand.
About Royal Robbins®
Founded in 1968 by world-renowned climbers Royal and Liz Robbins, Royal Robbins is a leading designer, manufacturer and retailer of outdoor and travel apparel. The brand has gained worldwide recognition for its high-quality active lifestyle clothing and commitment to environmental and social responsibility, innovation, style, and utility with a connection to the outdoor customer. It has built a reputation of integrating technical features for consumers seeking performance-oriented garments, but with the style and comfort to cross over into everyday life. Royal Robbins’ collection of men’s and women’s products can be found in outdoor and specialty retail partners throughout the U.S. and abroad. To view their new Spring/Summer line, please visit www.royalrobbins.com.
About I:Collect (I:CO®)
I:Collect (I:CO) is a solutions provider for apparel, footwear and other textiles reuse and recycling. Through its innovative retail takeback system and worldwide infrastructure, I:CO aims to keep consumers’ used clothing and shoes in a closed loop production cycle where these goods can be reprocessed and reused again and again. This reduces waste, preserves material resources, protects the environment and enables sustainable consumption. I:CO has takeback programs with more than 60 retail partners on six continents. Visit www.ico-spirit.com.
Christina Erb LoVullo
Verde Brand Communications