Breathing New Life Into Old Threads: The &SONS x Cotton Lives On™ Recycling Programme

There is an inherent sadness in retiring a favourite piece of clothing. Whether it is a pair of denim jeans that have finally given up the ghost at the knees, or a t-shirt that has seen one too many festival weekends, saying goodbye to our garments is a rite of passage.

However, in an age where fast fashion often dictates a “wear once and discard” mentality, we at The Coolector are always on the lookout for brands that are flipping the script. We champion those who build things to last, but also those who take responsibility for the full lifecycle of their wares.

It is for this reason that we are delighted to shine a spotlight on the latest initiative from the British menswear aficionados at &SONS, who have partnered with the Cotton Lives On™ recycling programme.

&SONS has long been a favourite of ours, celebrated for their “Peaky Blinders meets modern artisan” aesthetic. They are a brand that believes in clothing made with care, built to withstand the rigours of life, and crafted by skilled artisans across the globe. Yet, even the sturdiest cotton eventually reaches the end of its road. Recognizing this, &SONS has launched a consumer-facing campaign running for one month, inviting customers to become active participants in the circular fashion economy.

The premise is reassuringly simple and incredibly rewarding. Customers are invited to donate their unwanted garments at &SONS’ physical locations in London and Cheltenham. The only requirement is that the items must be at least 85% cotton, but they can be from any brand, not just &SONS.

In exchange for doing your bit for the planet, &SONS is offering a generous 20% discount on your next purchase in-store. It is a fantastic opportunity to refresh your wardrobe with some high-quality, heritage-inspired gear while ensuring your old favourites don’t end up languishing in a landfill.

But where do the clothes go? This is where the partnership with the Cotton Lives On™ recycling programme truly shines. This isn’t just about moving waste from one pile to another; it is about transformation and social impact. The programme diverts old cottons from landfill and processes them into something entirely new and vital: mattresses for people at risk of homelessness.

The statistics behind the initiative are both sobering and inspiring. To date, the Cotton Lives On™ recycling programme has collected approximately 8,000kg of cotton in the UK. This massive haul has been converted into over 100 roll mats, with each new mat containing the equivalent of 45 recycled cotton t-shirts.

These mats are then distributed to people around the UK who are living in difficult conditions, often included as part of a first essential products package when moving into a hostel, or as a “new home kit” when they find permanent residence. It is a tangible way to turn fashion waste into a lifeline.

Kelly James, the Head of Operations at &SONS, noted that the project is a celebration of circular fashion, community, and the stories our clothes carry. This sentiment rings true; there is something poetic about a well-loved garment, which has perhaps travelled the world on the back of an adventurer, being repurposed to provide comfort and dignity to someone in need.

By joining this initiative, &SONS aligns itself with a growing collective of forward-thinking UK fashion brands and retailers, including the likes of Margaret Howell, Charles Tyrwhitt, and The White Company. It is a testament to the fact that the industry is waking up to the necessity of environmental stewardship.

So, if you are near London or Cheltenham this month, we highly recommend digging through your drawers for those cotton heavyweights that have served their time. Head down to &SONS, drop them off, and pick up some new threads with a 20% discount. You will be walking away with some of the coolest menswear on the market, safe in the knowledge that your old gear is going on to do some serious good.

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