Don’t Let Clothes Die Young — Recycle Right!

In Hong Kong, 70% of garments end up in landfills far too soon, despite most people wanting to recycle. The issue is largely invisible, with few realizing how little of their clothing is actually reused. The Recycle Right campaign brings this problem to life with bold visuals, like a 12-foot collection bin at Tai Kwun that shows only 30% of clothing can currently be recycled. Partner brand stores host refurbished drop-off bins that double as education points, while QR codes link to the world’s first textile recycling e-guidebook and a petition for government action.

On social media, the campaign engages audiences through personified recycling bins and the “30% Off Challenge” led by influencers. Participants upcycle clothing while keeping only 30% of the original piece, mirroring the recycling gap. Winners earn store discounts, while thousands more spread the message online—proving that small actions can spark big change, and that every garment deserves a second life.