Marks and Spencer (M&S) is one of the largest high street retailers in the UK. The brand recognised that it holds a greater responsibility to the global community, and set a target of becoming the world’s most sustainable retailer by 2015. The challenge was to find new impactful, creative and relevant ways to engage meaningfully with consumers. As part of a 15-month partnership with M&S, Landor Associates created ‘Shwopping’ - an initiative encouraging consumers to treat clothes recycling as part of their shopping behaviour. The name was chosen for its simplicity and quirkiness, and ambassador Joanna Lumley brought passion and humanity to the cause to help consumers identify with it. 3.6 million items of clothing have been Shwopped to date, raising £2.2 million for charity partner Oxfam. Over half of M&S customers have stated their intention to take part. Other high street retailers are also starting to implement similar initiatives.