The "stylish" limited edition ladies coat is being launched today (4 October) and M&S claims it is the first high street clothing product made from customer’s old clothing.
M&S made the Shwop Coat from wool that it received in-store or via charity partner Oxfam as part of its Shwopping campaign, which was fronted by Joanna Lumley.
The Shwopping initiative launched on 26 April with a TV campaign that asked customers to recycle old clothes when they bought a new garment from the retailer.
M&S launched the project as part of its Plan A corporate social responsibility (CSR) programme and hopes it will create a "buy-and-give-back" culture.
Recycled clothing is high on the M&S agenda and is being pushed heavily by execs with chief executive Marc Bolland boasting he was wearing a 100% recycled suit at the launch of the brand’s Cheshire Oaks megastore.
The Shwop Coat will go on sale in selected stores across UK and online from 10 October and will retail for £89.
Mark Sumner, Plan A expert at M&S, said: "The Shwop Coat marks a huge step forwards for creating a sustainable future for fashion.
"It’s also great for our customers who can not only see what shwopping their old and unwanted clothes can lead to, but also get their hands on a stylish coat that looks great but costs less."
The retailer claims over a million items have been donated in M&S stores since the Shwopping campaign launched in April.Follow @mattchapmanuk
This article was first published on marketingmagazine.co.uk