Chinese mid-to-high-end women's wear brand HPLY recently concluded its 2026 Summer Charity Season themed campaign "I Have a 'He' Friend." This round of charity was jointly advanced by the brand and Baijingyu, a domestic old clothing environmental charity platform, with nationwide HPLY directly operated stores serving as the implementation sites, turning everyday retail spaces into front-end stations for old clothing recycling and charity matching.

Two programs formed the main thread of this campaign. The first is the "Clothing Renewal Program": idle autumn and winter women's wear was collected from brand members; garments suitable for wearing were matched to women in mountainous areas, while the remaining fabrics entered the environmental regeneration process, following a resource circular utilization path. The second is the "Good Books Passing Program," which encouraged families to donate idle children's books to supplement reading resources for rural children.

Donated materials were uniformly handled through conversion and exchange. Old clothing and children's books brought in by members were converted into school supplies and sent in a targeted manner to Huolie Primary School in Le'an Town, Butuo County, Sichuan Province. In addition to these exchange proceeds, HPLY separately prepared 6 boxes of brand materials to send to the school, including 620 He Friend T-shirts and 1 box of He Xiaomeng merchandise.

Unlike most one-way donation drives, HPLY built a supporting "He Friend Charity Ambassador" certification system and launched an exclusive charity IP, "He Friend," hoping to transform the act of donating clothing into an identity marker that can be displayed and shared on a social level. Under this setup, offline stores serve as connecting hubs, and consumers shift from mere donors to charity partners walking alongside the brand.

Embedding a store network into the old clothing recycling chain and collaborating with a specialized secondhand clothing environmental platform is an attempt by a domestic women's wear brand in recent years to reach into the circular utilization of waste textiles. Children's books and old clothing are small, scattered materials collected through donations by adults and members. Whether this lightweight, family-participation operating model can become a stable model for fashion brands' sustainability projects still remains to be seen over time.

Source: HPLY 2026 Summer Charity Season Concludes · Originally published on 2026-09-20