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BESTSELLER X DANISH RED CROSS

BESTSELLER has partnered with Danish Red Cross and Danish TV 2 on the ‘Smid Tøjet’ campaign that aims at collecting as much used clothes as possible for the benefit of Red Cross’ humanitarian work.

In the coming three weeks, BESTSELLER collaborates with Danish Red Cross (Røde Kors) and the Danish TV station TV 2 on the ‘Smid Tøjet’ (‘Drop your clothes’) campaign to collect used clothes in all our Danish stores and in the offices in Brande, Aarhus and Stilling. All clothes will be donated to Red Cross, who will either sell it in their stores, resell it to buyers in foreign markets or send it to recycling.

TV programmes

To bring more attention to the campaign, BESTSELLER sponsors a series of TV programmes on TV2, where eight Danish celebrities compete to redesign used clothes into new trendy styles. A judging panel consisting of three famous fashion icons will decide who will go on to the grand finale, where they will compete to win the right to donate DKK 250,000 sponsored by BESTSELLER to a self-chosen Red Cross project.

Follow the campaign on our brands’ social media channels or follow BESTSELLER on LinkedIn or @bestselleroneworld on Instagram in the coming three weeks.

Why does BESTSELLER support this initiative?

 

Through the ‘Smid Tøjet’ campaign, we aim to spread the message that used clothes are not waste but a resource. Natural resources such as oil and water, which are heavily used for textile production, are becoming a scarcity. We have a responsibility to ensure that these resources will also be available for future generations. Used clothes are a resource as the fibres can be recycled and used for making new fibres, or they can be used for other purposes such as insolation, cloths and rugs.

Used clothes are also a very important financial resource for Red Cross’ humanitarian help across the world. Last year, sales of used clothes generated a profit of DKK 63.1 million for Danish Red Cross – money that was used for rebuilding schools in Nepal after the earth crake in 2015, providing blankets and food for children and families on the run and more.

For more information about the campaign, please contact Communication Specialist Anja Bremholm anja.bremholm@bestseller.com or +45 99421570

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