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LONDON – Childrenswear brand Britannical London has launched a new donations service through which customers are incentivised to offload unwanted coats with the promise of discounts.  

The Re:Coat initiative is deemed complementary to the British business’ sustainability strategy, one target of which is to “ensure the maximum longevity of its garments”. 

“Britannical London's circular initiative is about our commitment, as an ethical and sustainable brand, to minimise waste, maximise the life-span of our garments, and help cultivate a fashion culture that prioritises the environment,” said company founder Rachael Attwood Hamard. 

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