Japan's Uniqlo launches Join: The Power of Clothing campaign

The two main initiatives, conducted at Uniqlo stores and the online store, are Buy and Join and Learn and Join. The programme aims to raise awareness of global problems such as ocean pollution among customers, and to inspire action that makes the world a better place, Uniqlo said in a press release.

In addition, Uniqlo will sell products made with 100 per cent recycled fibres (plush toys, pocketable bags, T-shirts), featuring designs with Doraemon Sustainability Mode, the Uniqlo global sustainability ambassador. During the campaign, when customers purchase Uniqlo products made with recycled materials, or Blue Cycle Jeans, they will be contributing to a better world in more ways than one. Uniqlo parent company, Fast Retailing, will donate up to $1 million (approximately 130 million yen) to the Nippon Foundation to support activities that reduce ocean waste, by donating the profits of sales of these campaign items.

In the lead up to the campaign, customers who bring used, washed plastic bottles to collection boxes at the Uniqlo Harajuku and Uniqlo Tokyo stores are having a chance to receive a campaign item as gift, including a Doraemon Sustainability Mode plush toy or a pocketable tote bag.

When customers purchase products incorporating recycled material, such as items made from 100 per cent recycled polyester recovered from plastic bottles and featuring the Doraemon Sustainability Mode motif, or environmentally-friendly Blue Cycle Jeans, Fast Retailing will donate up to $1 million (approximately 130 million yen) from the profits of campaign item sales to the Nippon Foundation to support activities to reduce ocean waste.

Uniqlo has a special website where visitors can learn about environmental issues and take action. The site includes messages from Uniqlo global brand ambassadors calling for participation in the campaign, and a video with LifeWear special ambassador Haruka Ayase outlining some of the sustainability focus areas at Uniqlo. There is also a wide range of special content to learn about ocean-related issues, including an interview with a biological oceanographer, Ryota Nakajima, a talk with Yoko Koga on reducing the use of plastics in everyday life, and an interview with environmental specialist, Keith Alverson.

Fibre2Fashion News Desk (GK)