Ripple effect: Discarded clothes making a material difference

"It was about pulling together these threads of the need, the excess, and the waste" — that’s the thought behind a new social enterprise making the most out of unwanted kids' clothing.

Michelle Jennings has been through all the usual clothing predicaments when it comes to an ever-expanding set of offspring.

"So some items are their favourites, they get absolutely trashed, and then there's stuff that never gets worn," she said.

Clothes that were often cheap and outgrown before they were worn out and then practically worthless.

"I had bags of outgrown kids' clothing in my garage, and no one I knew wanted it, and I've had many conversations with parents over the years about what do you do with your outgrown stuff," recalled Jennings.

She could’ve done what most of us do — bag it into a neglected cupboard until someone with a perfectly-sized child mythically appears. It could happen.

But most let it mature for months, then drop it at the nearest charity store and sleep soundly knowing you helped change the world – or at least you think you did.

Jennings had a different idea. It’s called the Ripple Movement – a multi-faceted approach to tackle textile waste and help kids in need that doesn’t rely on charity to fund itself.

“It's about looking at things differently because I believe we need to. Hardship and waste have been around for a long time, and we don't seem to be making huge traction on it," explained Jennings.

The first thing she needed was clothes, but instead of saying she was accepting donations, Jennings decided to do the unthinkable and charge people to take them.

"People love the concept. They love the idea of Ripple, and they want that impact. But they go, 'I have to pay to donate? I have to pay to give you my used clothing?'"

Why people would pay for something they can get for free is complicated, but they’re more than happy with the cost at Downer Group.

"It’s about giving out employees to give back to a worthy cause and organisation," said Megan McNay, reputation manager for Downer Group.

In its Wiri, Auckland office, large yellow bins stand in the foyer, ready to accept donations. The company pays a monthly fee to have them there, but in return, gets detailed data about how the clothing helps.

"[Jennings] gives us a report once a month about how we're going. So far, we've donated over 1800 items to Ripple."

As bags of clothing pour across Ripple’s tables, Michelle and the team carefully searched through each item.

Do the zips work? Are all the buttons there? Are there stains?

The standards are incredibly high. Minor issues can be repaired, but only the best items are sorted into sizes and genders and put into brown cardboard boxes. Each box holds a year’s worth of clothing destined for a little person with nothing.

“We have at least a minimum of four shorts and four trousers, raincoats, summer and winter pyjamas, 5 to 7 short sleeve T-shirts and five to seven long-sleeved T-shirts," explained Jennings.

There are no labels or branding, only a small heart-shaped sticker. Jennings has opted to give each parent a choice of how they gift a box.

She’s heard of some putting it under the Christmas tree while others have just appeared in empty bedroom drawers.

At Women’s Refuge Tamaki Makaurau, Linda Thompson has witnessed the joy a box can bring.

It was late at night when she opened the shelter to a woman and a four-year-old girl with next to nothing.

"She just opened the box and hadn't spoken to me before. Then she got the box and said, 'unicorns!' She was so excited."

When Seven Sharp visited, a stack of Ripple boxes was stacked against a wall — just a small sample of the 216 boxes the Ripple team has delivered around Auckland. It looked impressive, but Thompson is realistic about the need.

"Those boxes will be gone in three to four weeks."

But she knows she can call Jennings, and new boxes will be there.

"You know, we're only talking about clothes, but if you think about what that means — it's a child being warm, being able to sleep at night because they're warm enough, not getting sick as frequently," she said.

"It's about not having to suffer from bullying and social isolation because of what they're wearing or it not being too big or too small."

There is an ever-growing elephant in the Ripple Movement’s offices. With high clothing standards comes a large pile of clothing unsuitable for donating.

"I knew whatever way I cut it, we would be dealing with a lot of waste, and I didn't want to become a dumping ground," said Jennings.

It’s estimated that 40% of donated clothing cannot be resold. Some clothing can be repurposed, but the majority of that ends up in landfill – often at a cost to charity shops.

Instead, Ripple's waste goes straight to ImpacTex. In an Auckland warehouse, their waste warriors are "decommissioning" piles of clothing. Zips, buttons, and sequences are all removed and made ready for processing.

Textiles are then sent for processing.

"Our machinery just chews it up. It tears it apart, turns it back into the yarns and then becomes a compressed product," said ImpacTex’s owner, Jeff Vollebregt.

The product is called ReTex, a compressed fabric used for everything from signage to bags.

It’s a service Ripple pays for but one that closes the circle on textile waste. Jennings has big plans to open an online store selling products made from ReTex.

She's already developed a laptop sleeve that’s nearing a final prototype. It’s another possible revenue stream that shows people how their waste still has value.

“I always intended for Ripple to be fully circular — to look at how we utilise our textile waste to help fund our social and environmental work,” said Jennings.

So, why would you pay for a service you could get for free? Jennings admits it has been a hard sell but one that more and more people are getting on board with.

Ordering a $20 bag from the Ripple website is a simple solution when that neglected cupboard fills up.

Ripple's customers take pride in knowing their clothes go directly to those who need them while avoiding landfills – they’re happy to pay a small price to be part of the solution.

“It's incredible what one family can do. One family can provide clothes for another family for an entire year or divert X amount from landfill and what that means in terms of its carbon impacts.”

Jennings has had two tonnes of clothing through her doors in only a year and a half.

"The system works," she said.

"We're a drop in the ocean, and I know that. But I see the potential."