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LONDON - The founder of sustainability solutions provider Yellow Octopus, Jack Ostrowski, has launched the Loop Digital Wardrobe, a new consumer app and brand plug-in that it’s hoped will streamline circularity.

Brands which adopt Loop will enable shoppers to digitally add online purchases to an accompanying app, so that they can keep tabs on what’s in their wardrobes and gain access to various post-purchase services – such as repair or resale – which might extend an item’s life.

“At the moment, too much high street fashion is on a one-way journey to landfill. LOOP extends the life of clothing, creates a really engaging experience for consumers and helps retailers make huge strides in their sustainability,” noted Ostrowski.

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