At Avena Group, we’re proud to work with leading organisations to help them meet their environmental and brand protection goals, securely, sustainably, and at scale. One such partner is Subway®, the world’s largest submarine sandwich brand, with over 44,000 locations globally.
In 2023, Subway® introduced a new sustainable uniform range across more than 2,300 restaurants in the UK and Ireland. Made using recycled plastic bottles and Better Cotton Initiative (BCI) cotton, the garments were designed not only with sustainability in mind, but also with a clear plan for what would happen at the end of their life.
That’s where Avena’s SecureBrand® service came in.
Secure and sustainable disposal of old uniform
Subway® knew that simply replacing old uniforms wasn’t enough. Worn, stained, or outdated uniform poses risks to brand image, hygiene standards, and the environment. Traditional disposal routes like general waste or unverified donation weren’t an option, Subway® needed a partner who could offer secure, auditable, zero-to-landfill outcomes.
Avena’s SecureBrand® solution was the perfect fit.
Working closely with IPC EMEA and other key supply chain partners, we supported Subway® in securely collecting and processing over 8,000 kilograms of branded uniform from across the UK and Ireland. These items were destroyed beyond recognition in our secure textile shredding facilities, with full GPS-tracked collections, CCTV-monitored transport, and certificates of destruction provided for complete traceability.
Wherever possible, the resulting material was repurposed into new resources, including:
- Re-spun fibres for new textiles
- Padding for acoustic panels and insulation
- Biofuel for energy recovery
Nothing went to landfill.
Award-winning impact for people and the planet
Subway’s uniform programme has since been recognised with the 2025 Footprint Award for Stakeholder Engagement, and we’re honoured to have played a role in that achievement.
In total, the new uniforms were manufactured using 3.78 million recycled plastic bottles, and through our SecureBrand® process, old teamwear was prevented from entering waste streams or risking improper reuse.
Alongside our secure destruction and repurposing service, Subway® also redirected surplus new stock for good causes. One example is the donation of 1,000 aprons to Rethink Food, who used them as part of hydroponic growing mats for nutrition education in UK schools.
This is circular economy thinking in action, extending textile lifespan, preventing waste, and delivering social value.
Why Subway® chose Avena
Subway® selected SecureBrand® for our ability to provide:
- Security: Guaranteed destruction of all branded items
- Sustainability: Repurposing over disposal, with full emissions reporting
- Simplicity: Seamless nationwide logistics and tailored account support
- Transparency: Audit trails, certification, and alignment with ESG reporting frameworks
We’re thrilled to support Subway® in closing the loop on uniform waste while reinforcing their brand values of innovation, community, and sustainability.
As Louise Wardle, VP of Marketing EMEA at Subway®, put it:
“This is still only the beginning, and we hope to make further progress in the years ahead – stay tuned.”
Results that speak for themselves
- 8,000kg + of branded uniforms securely collected and repurposed where possible
- 78 million plastic bottles diverted into new uniforms
- Zero landfill achieved across the entire project
- 2025 Footprint Award winner for Stakeholder Engagement
Proud to be part of Subway’s sustainability journey
At Avena, we believe security and sustainability should go hand in hand. Our work with Subway® demonstrates how brands can meet their environmental ambitions while protecting public trust and operational efficiency.
From quick-service restaurants to global manufacturers, SecureBrand® offers a fully traceable, zero-landfill solution for managing branded textiles at scale.
Interesting in learning more about our services? Speak to one of our experts today.
Looking for a quick quote for secure destruction & recycling? Get a quote today.
