Initiative partners with Piece of Cake and SuperCircle to collect and recycle textiles at a critical life transition
Uniqlo has launched a new Earth Month initiative called UNtrash It in partnership with Piece of Cake Moving and Storage and textile recycling platform SuperCircle. The program is aimed at reducing clothing waste during home moves and offers consumers a free and streamlined way to recycle unwanted garments.
The campaign responds to the rising challenge of textile waste. According to global estimates, 92 million tons of clothing are discarded annually—equivalent to a truckload dumped in landfills every second. UNtrash It addresses this issue by meeting consumers at a critical moment when closet clean-outs are common: moving.
Consumers who book a move with Piece of Cake Moving can pack unwanted clothes into designated UNtrash It bags, which the moving company collects along with household items. These garments are then sent to Uniqlo’s long-running Re.Uniqlo program, where SuperCircle handles sorting for donation, upcycling, or recycling. For Earth Month, all associated costs are covered by the program’s founding partners, making the service free of charge.
“At Uniqlo, we believe that sustainability is about more than just creating responsible products – it’s about taking full accountability for everything we make, from design to end-of-life,” said Jean-Emmanuel Shein, Global Director of Sustainability at Uniqlo. “By partnering with Piece of Cake Moving & Storage and SuperCircle, we’re expanding our long-standing Re.Uniqlo program to meet customers where they are – such as when they are moving homes – so no clothing ends up in a landfill.”
UNtrash It is also accessible to customers not in the process of moving. Clothing can be dropped off at any Uniqlo store nationwide through Re.Uniqlo bins, where donations are sorted for reuse or material recycling.
Najah Ayoub, founding executive and CMO of Piece of Cake Moving & Storage, said the program supports a more thoughtful approach to packing.
Before a customer starts packing, we encourage them to take a moment to edit their closet: if they haven’t worn something in a year, it’s probably time to donate or sell it. The UNtrash It partnership with Uniqlo and SuperCircle makes it even easier to get rid of clothes, while giving them a second life and making sure they don’t end up in a landfill.”
Chloe Songer, Co-Founder and CEO of SuperCircle, said the initiative aligns with the company’s mission to build systems that keep textiles in circulation. “The UNtrash It initiative takes our years-long partnership with Re.Uniqlo to a new level by making it easier than ever for consumers to recycle and give their clothing a second life, right when they need it most.”
UNtrash It is not designed as a one-off campaign but as a model to influence long-term behavior. With an emphasis on accessibility and timing, the initiative sets out to make circular fashion a default part of daily life, especially during transitional moments like moving.
By creating a unified system that combines moving logistics, in-store drop-off, and advanced textile recycling, Uniqlo, Piece of Cake, and SuperCircle are offering a scalable solution to clothing waste. As Earth Month unfolds, UNtrash It provides a practical model for reducing the environmental burden of discarded clothing and turning unwanted garments into resources rather than refuse.