Shopping bag encourages consumers to donate clothing each time they buy a new outfit

Swedish label Uniforms for the Dedicated has introduced The Rag_Bag, a shopping bag that can be turned inside out to become an envelope to send old clothes to those who need them.

It’s often the case that a perfectly good item of clothing can sit at the back of the wardrobe even when its owner knows they’ll never wear it again. In the past we’ve seen campaigns to remind fashion fans of the out-of-style apparel they own and could give away to charity. Now Swedish label Uniforms for the Dedicated has introduced The Rag_Bag, a shopping bag that can be turned inside out to become an envelope for sending old clothes to those who need them.

When visitors to the upmarket men’s fashion store purchase a new outfit, they take their goods home in The Rag_Bag, created with help from advertising agency DDB Stockholm. Directions printed on the outside instruct consumers to turn the bag inside out once they’ve removed their new clothes. Then, they can place an old item from their wardrobe inside, fold over the top and seal it. Postage is already paid for, and the garment can be shipped to a charity of the customer’s choice from a list including UNICEF and Swedish nonprofits such as Myrorna, Rädda Barnen and Stockholms Stadsmission. This way, every time a new Uniforms for the Dedicated item is bought, a child in poverty or a homeless person benefits with new clothes. Additionally, the packaging is biodegradable to reduce the scheme’s impact on the environment.

Watch the video below to learn more about the idea behind the scheme:

The Rag_Bag encourages consumers to think about the impact of their purchases and gives them the tools to do something to offset their consumption. Could this simple idea be implemented in other areas of the retail industry?