The Challenge: Protecting Brands While Tackling Textile Waste
CLEAN, a leading provider of textile services, faced a growing challenge in disposing of end-of-life textiles, including uniforms, and laundering waste such as lint. Traditionally, these materials were either sent to landfill or converted into cleaning rags. However, this approach raised two major concerns: it was environmentally unsustainable and posed a risk to brand integrity, as companies lost control over what happened to logo-bearing items. CLEAN recognised its responsibility to address both issues and sought a solution that would protect customer brands while supporting its sustainability goals.
The Solution: A Secure Circular System with SecureBrand®
To tackle the issue, CLEAN partnered with Avena Group, implementing the SecureBrand® service to manage textile waste securely and sustainably. Waste from CLEAN’s Cheltenham and Banbury sites—including workwear, lint, is collected by DBS-checked operatives in GPS-tracked vehicles and transported to an accredited facility. There, items are sorted and industrially shredded to ensure complete brand protection. The shredded textiles are then repurposed into further-life products such as insulation and acoustic panels, or processed for energy recovery, supporting CLEAN’s circularity goals.
The Result: Scaling Impact, Strengthening Sustainability
Since July 2025, CLEAN has repurposed 25 tonnes of textile waste annually through Avena, marking the start of a broader initiative. With plans to scale up to 250–300 tonnes per year, the rollout begins with workwear, lint, expanding to linen plants from 2026 at two sites per year. This phased approach ensures quality and oversight at every stage. The partnership has strengthened CLEAN’s ability to manage textile waste securely and sustainably. Customers benefit from brand protection, transparent reporting, and measurable ESG progress, while more textiles are given a responsible second life.
Testimonial: Driving Sustainable Excellence Together
“A proud moment, demonstrating CLEAN’s commitment to sustainable excellence. A lot of hard work went into getting this project over the line so a huge thanks to all involved.”
– Chris Bell, Head of Safety, Sustainability and Environment at CLEAN.
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