British menswear brand &SONS has teamed up with the Cotton Lives On recycling programme to launch a consumer-facing campaign that puts sustainability, craftsmanship, and community front and centre.
For one month only, &SONS customers are invited to donate unwanted cotton garments—of any brand, as long as they’re at least 85% cotton—to the Cotton Lives On initiative. In return, shoppers will receive 20% off their next &SONS purchase at the brand’s London and Cheltenham stores.
It’s a simple, circular idea: give your old clothes a new purpose, and keep them out of landfill.
“&SONS believes in clothing which is made with care and built to last. This project with Cotton Lives On is a celebration of circular fashion, community, and the stories our clothes carry,”— Kelly James, Head of Operations, &SONS
Launched in 2022 by Cotton Council International and Cotton Incorporated, the Cotton Lives On programme has already made a tangible impact. To date, it’s collected around 8,000kg of cotton in the UK and created over 100 roll mats—each made from the equivalent of 45 T-shirts—for people at risk of homelessness.
“We’re so pleased to welcome &SONS to the Cotton Lives On recycling programme,” said Andrea Samber, Director of Brand Partnerships for Cotton Incorporated. “&SONS has built a community of conscious consumers who value well-made, quality clothes, and we want to help them continue to do the right thing and avoid useful cotton entering landfill.”
The roll mats are distributed to those moving into hostels or new homes, offering comfort and dignity alongside the practical support of a sustainable product.
&SONS joins a growing list of thoughtful UK brands already supporting the initiative, including Margaret Howell, ME+EM, PAIGE, Charles Tyrwhitt, Hush, Whistles, Hobbs, Phase Eight, L’Estrange, Anthropologie, Bianca Saunders, and The White Company.
At its core, Cotton Lives On is about reducing waste, closing the loop, and showing that even something as simple as an old T-shirt can make a world of difference.
And for &SONS, it’s another chapter in a brand story built around longevity, respect for craftsmanship, and doing things the right way:
“It’s not about where something is made—it’s about how, and who made it. From recycled swimwear to handmade leather goods, every &SONS piece starts with the same principle: make it well, make it last, and make it with care.”
To learn more about the Cotton Lives On programme, visit cottonliveson.org.
