Burberry’s Big‑Bang Disposal
“Let’s Light It Up!” – The Fashion House That Prefers Sizzles Over Stash
Burberry decided this year to roast a mega‑tonnage of unsold goods, burning £28.6 million worth of clothes, accessories, and scents. The move, a now‑fashionable tactic in the high‑gloss world of luxe brands, is all about protecting their intellectual property and keeping counterfeiters at bay.
What went up in the flames?
The company claims it’s not just about “burning what doesn’t sell”‑ it’s about managing the inevitable waste that comes with luxury production.
Burberry’s “Responsible” Riddle
“We minimise over‑production. When we do have to dispose, we do it responsibly and keep striving to reduce waste.”The firm says it harnesses the heat of the fire for energy and is teaming up with sustainability groups like the Ellen MacArthur Foundation to cut waste down to size.
Green‑washing or GOOD?
Not everyone is thrilled with the approach.
“It’s outrageous for Burberry to think burning unsold stock is a green solution. Recycling is the smarter, less smoky route.”He urged the iconic brand to lead the UK fashion scene toward cleaner practices.
Bottom Line: Some Chill, Some Heat
Whether it’s a clever branding move or a sizzle‑in‑solid waste strategy, Burberry remains one of the clottiest players in the industry – proving that even luxury can get a little fiery.
