London: British Cycling has partnered with Stuff4Life Second Time to rebrand and repurpose surplus sportswear, aiming to reduce carbon emissions and promote sustainability. The initiative has successfully rebranded 306 kilograms of apparel, contributing to a circular economy and reducing environmental impact.
The pursuit of net-zero carbon emissions is a significant challenge faced by organisations across various sectors, particularly in the realm of sport. British Cycling has been proactively addressing this issue, particularly in the context of the branded uniforms and teamwear worn by athletes and staff. The organisation has recognised that, as a national governing body, dealing with the aftermath of changing sponsorships and regulatory requirements has resulted in surplus stock that cannot be used.
To mitigate this problem, British Cycling has partnered with the social enterprise Stuff4Life Second Time. This collaboration utilises a straightforward yet effective debrand and rebrand service that repurposes unused uniforms and teamwear, making them available for purchase through the Second Time Shop. Customers can access these items by using the code ‘bccollection’.
Sporting uniforms, predominantly made from polyester and other synthetic materials derived from oil, are associated with substantial environmental costs. It has been reported that each kilogram of sportswear carries about 4 kilograms of embedded carbon. Currently, recycling these materials poses significant challenges due to the absence of commercial-scale facilities for synthetic composite clothing, leading to the possibility of incineration if reuse is not an option.
By opting for rebranding practices, British Cycling aims to avoid considerable carbon emissions while simultaneously extending the lifecycle of garments that may otherwise be discarded. Specifically, Stuff4Life employs a ‘visible repair’ approach that enhances the longevity of rebranded products.
The initiative has identified 306 kilograms (approximately 688 individual pieces) of misbranded apparel, half of which consists of high-quality outdoor jackets. These jackets have been carefully rebranded to maintain their functionality, along with an additional 85 kilograms made up of trousers, shorts, polo shirts, and hoodies. However, a segment of the collected garments, specifically those that were previously worn and returned, could not be rebranded.
Of the items collected, 65% have successfully undergone rebranding, while the remaining 35% will be processed through Stuff4Life’s proprietary recycling method that depolymerises synthetic materials, enabling them to be recycled into new products. The rebranded clothing will soon be available at discounted prices, allowing clubs to purchase them while enabling club volunteers to remain safely identifiable at events.
Notably, Stuff4Life has committed to taking back these rebranded garments at the conclusion of their second lifecycle, ensuring they can be further recycled, thus fostering a circular economy. This project is projected to reduce carbon emissions by 1.4 tonnes and generate a social impact value exceeding £48,000.
Caroline Julian, British Cycling’s Brand and Engagement Director, commented on the initiative, stating, “This modest sized project demonstrates there are carbon savings to be had in almost everything organisations do. Stuff4Life Second Time has been highly effective in creating an uncomplicated solution.” She further emphasised the importance of the partnership, noting its potential to inform future procurement practices and branding strategies within the organisation.
Steve King, founder of Stuff4Life Second Time, expressed his gratitude for the collaboration, highlighting the cost-effectiveness of their approach in reducing carbon footprints and enhancing material sustainability. King noted, “We’ve already created the means and the supply chain necessary to deliver our rebranding services on a large scale alongside other activities including laundry, reuse, repair, and recycling.”
This initiative exemplifies how sports organisations can engage in sustainable practices while fostering partnerships that benefit both their operational goals and environmental responsibilities.
Source: Noah Wire Services
