Wendy Ward’s mission for sustainable fashion

Wendy Ward has long been a prominent voice in the sustainable fashion movement, advocating for a shift away from fast fashion and towards more ethical, environmentally conscious practices. Based in Australia, Ward combines her background in fashion design with a passion for environmental activism, aiming to reshape the way consumers and brands think about clothing production and disposal.

Her mission centres on challenging the throwaway culture that dominates the fashion industry. She encourages consumers to consider the full lifecycle of their garments—from the sourcing of raw materials to the end-of-life disposal. Ward believes that fashion should not only be stylish and functional but also sustainable and responsible. Her work highlights the environmental toll of textile waste, which is a growing concern in Australia, where millions of tonnes of clothing end up in landfill each year.

Through workshops, public speaking, and community engagement, Ward educates Australians on how to make more sustainable choices. She promotes practices such as buying second-hand, repairing and repurposing old clothes, and supporting local designers who prioritise ethical production methods. Her approach is inclusive and practical, aiming to empower individuals to take small but meaningful steps towards reducing their fashion footprint.

Ward’s advocacy also extends to pushing for systemic change within the fashion industry. She calls on brands to take greater responsibility for the environmental impact of their products and to adopt circular economy principles. By fostering a culture of accountability and transparency, she hopes to inspire a new standard for fashion that values longevity, quality, and sustainability over mass production and disposability.

How the “Take It Back” campaign works

The “Take It Back” campaign is designed to create a practical and accessible pathway for consumers to return their unwanted clothing to participating retailers, rather than sending it to landfill. At its core, the initiative encourages Australians to bring back worn-out or no-longer-wanted garments to the stores where they were originally purchased, or to designated collection points set up by major fashion brands. These items are then sorted for reuse, recycling, or responsible disposal, depending on their condition.

To make participation easy and appealing, the campaign partners with well-known retailers across Australia, many of whom have agreed to provide in-store drop-off bins and offer incentives such as store credits or discounts for customers who return their old clothes. This not only motivates consumers to take part but also helps to normalise the idea of clothing take-back schemes as a standard retail practice.

Ward has worked closely with environmental organisations and textile recycling experts to ensure that the returned garments are processed in a way that aligns with best sustainability practices. Items in good condition may be donated to charities or resold through second-hand outlets, while those that are too worn to be reused are directed to textile recycling facilities where fibres can be recovered and repurposed into new materials, such as insulation, industrial rags, or even new garments.

Education is a key component of the campaign. Through social media, community events, and partnerships with schools and local councils, the “Take It Back” initiative raises awareness about the environmental impact of textile waste and the importance of closing the loop in fashion. Informational materials provided at drop-off points explain what happens to the clothes after they are returned, helping to build trust and transparency around the process.

By making it easier for Australians to dispose of their clothing responsibly, the campaign aims to shift consumer behaviour and reduce the volume of textiles ending up in landfill. It also sends a strong message to the fashion industry that end-of-life garment management is a shared responsibility—one that requires collaboration between consumers, brands, and policymakers alike.

Retailers’ role in reducing textile waste

Retailers play a pivotal role in addressing the growing issue of textile waste, and the “Take It Back” campaign places them at the centre of the solution. By participating in the initiative, brands are being called upon to take ownership of the full lifecycle of their products, including what happens after the customer no longer wants or needs them. This marks a significant shift from the traditional linear model of fashion consumption, where garments are produced, sold, and discarded with little regard for their environmental impact.

Many Australian retailers have begun to recognise the importance of integrating sustainability into their business models. Through the campaign, they are encouraged to implement take-back programs, invest in textile recycling infrastructure, and explore circular design principles that make garments easier to reuse or recycle. This includes using mono-material fabrics, avoiding mixed fibres that are difficult to separate, and designing clothes that are durable and repairable.

Some retailers are also using the campaign as an opportunity to audit their supply chains and reduce overproduction, which is a major contributor to textile waste. By aligning their inventory with actual consumer demand and offering more timeless, versatile pieces, brands can help reduce the volume of unsold stock that often ends up in landfill or incineration.

Incentivising customers to return their old clothes is another strategy retailers are adopting. Loyalty programs, discounts on future purchases, and exclusive access to sustainable collections are just a few of the ways brands are encouraging participation. These incentives not only drive foot traffic but also foster a deeper connection between consumers and the brand’s sustainability values.

Transparency is key to building consumer trust. Retailers involved in the “Take It Back” campaign are urged to clearly communicate what happens to the returned garments, including how they are sorted, where they are sent, and how they are ultimately reused or recycled. This level of openness helps to demystify the process and reassures customers that their efforts are making a tangible difference.

Ultimately, the campaign challenges retailers to move beyond greenwashing and take meaningful action. By embedding circularity into their operations and collaborating with recycling partners, charities, and local councils, brands can significantly reduce their environmental footprint. The success of the “Take It Back” campaign depends not only on consumer participation but also on the willingness of retailers to lead by example and commit to long-term change.

Campaign goals and environmental impact

Wendy Ward’s “Take It Back” campaign is setting a bold new standard in sustainable fashion by directly addressing the growing crisis of textile waste. With Australians discarding an estimated 800,000 tonnes of clothing and textiles each year, the campaign is a timely call to action for both consumers and the fashion industry to rethink the lifecycle of garments.

The initiative is designed to encourage a circular fashion economy, where clothing is not simply worn and thrown, but returned, repurposed, or recycled. By urging consumers to return their worn-out garments to participating retailers, the campaign aims to divert textiles from landfill and reduce the environmental footprint of fast fashion.

“We need to stop treating clothes as disposable,” says Ward, who has long championed ethical fashion practices in Australia. “This campaign is about creating a system where fashion is accountable from design to disposal.”

At the heart of the campaign is a push for transparency and measurable impact. The goal is to significantly reduce the volume of clothing waste by 2030, aligning with global sustainability targets. The campaign also highlights the environmental cost of synthetic fibres, which can take up to 200 years to break down, and promotes the use of natural, biodegradable materials in future collections.

• Encourages garment return schemes at major retailers
• Supports textile recycling and upcycling initiatives
• Targets a reduction in landfill-bound clothing by 30% over the next five years

By shifting the focus from consumption to responsibility, “Take It Back” is not just a campaign—it’s a movement reshaping how Australian women engage with fashion, one garment at a time.

Retailer responsibility and consumer participation

Retailers are being called upon to step up and take ownership of the full lifecycle of the garments they sell. Under the “Take It Back” campaign, major fashion brands operating in Australia are being urged to implement in-store collection points where customers can return their used clothing—regardless of condition. This move not only supports textile recovery but also signals a shift in the industry’s accountability for post-consumer waste.

Several high-street labels have already expressed interest in partnering with the initiative, recognising the growing demand from Australian consumers—particularly women—for more ethical and sustainable fashion choices. These partnerships are expected to include incentives such as store credits or discounts for customers who return their old garments, creating a win-win for both the environment and the retail experience.

“Retailers have a responsibility to close the loop,” Ward explains. “It’s no longer enough to produce and sell. They must also provide a pathway for garments to be responsibly disposed of or reintroduced into the fashion cycle.”

Consumer participation is central to the campaign’s success. Australian shoppers are being encouraged to rethink their relationship with clothing—not just in how they buy, but in how they dispose. The campaign is particularly resonating with women aged 25–45, a demographic that drives much of the country’s fashion spending and is increasingly conscious of sustainability.

• Retailers to offer garment drop-off points in-store
• Incentives like discounts or loyalty points for returned items
• Consumer education on textile recycling and garment care

By making it easy and rewarding to return used clothing, the campaign is helping to normalise circular fashion behaviours. It’s a stylish step forward for Australian fashion, where responsibility is becoming just as fashionable as the clothes themselves.