UK online fashion retailer Asos has unveiled two new features to highlight the environmentally conscious clothing sold on its site and offer customers a way to identify those brands and products more easily.
The company has launched a new “responsible edit,” which it describes as a “one-stop home for all the environmentally conscious clothing and accessories available at Asos.”
It has also set up a new responsible filter that offers a new way for customers to shop products made with more sustainable and recycled materials. Items that fall under the filter may have been made with recycled goods, where waste, plastic and textiles have been recreated as new products, or from sustainably sourced fibres and fabrics, which use less water and are better for the environment.
Both of the new features can be set to display menswear or womenswear, with the collections including a range of apparel and accessories from swimwear and lingerie to dresses and jeans.
A similar initiative was launched last week by luxury retailer Net-A-Porter and earlier this year by online fashion and lifestyle retailer Global Fashion Group (GFG).
Meanwhile, Asos earlier this month revealed its first augmented reality (AR) experience – ‘Virtual Catwalk’ – that lets customers view models as if they are walking in front of them.
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