#LoveNotLandfill is a new campaign brand aimed at changing the fashion habits of young Londoners as part of ECAP – the European Clothing Action Plan.

The campaign is aimed at normalising sustainable behaviour in young people aged 16-24, to divert clothes away from incinerators and landfill. This audience buy a lot of cheap clothes and tend not to know the best way to care for them to make sure they last longer. But, they are generally open to changing their habits for the sake of the environment, as long as they can continue to dress well and look good.

The vibrant new brand supports campaign activity to encourage participation in clothes swapping events, bring banks, mend and repair workshops, and buying second hand. It's being promoted in sixth forms and universities across London, as well as at pop up shops with second-hand clothes curated by sustainable and ethical fashion bloggers. 

The campaign's hard launch kicked off in September 2018, including the launch of new clothing banks around London designed by street artist Bambi and an extensive PR campaign.