Kurt Geiger’s online shopping site Shoeaholics will give away free protection sprays to cut the number of shoes and bags which end up in dumps.
It will spend £500,000 putting a bottle of Liquiproof spray –worth £10 – into every box of shoes it sells.
The non-toxic liquid creates a barrier on fabric, repelling water, dirt and other spills.
Eco drive: Kurt Geiger’s online shopping site Shoeaholics will spend £500,000 putting a bottle of Liquiproof spray –worth £10 – into every box of shoes it sell
Kurt Geiger is hoping it will encourage customers to hold on to their items for longer, as around 150m pairs of shoes are thrown away in the UK every year.
Mark Hoyal-Mitchell, head of Shoeaholics, said: ‘This initiative is part of our endeavour to ensure that our shoe-obsessed customers give their new shoes and bags a long and wonderful life.’
Liquiproof was founded in 2013, and in 2016 bagged investment from Touker Suleyman on TV show Dragons’ Den.
Shoeaholics was established by Kurt Geiger in 2014 as a website, but it now also has seven bricks-and-mortar stores, selling more than 100 brands.
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