Securing The Future.

Samuel Brothers – Case Study

The Challenge

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Samuel Brothers, known for crafting uniforms for prestigious clientele, faced a common challenge in the textile industry: finding a trustworthy solution for disposing and recycling their textiles. With stringent security measures in place to protect their brand, IP, and products, they were cautious about selecting a partner for garment disposal and recycling.

Holding a Royal Warrant requires Samuel Brothers to not only meet high standards but also demonstrate documented carbon savings. However, waste and shredding companies couldn’t provide a clear solution for both secure destruction and carbon savings.

Lee Dawson, Managing Director of Samuel Brothers took it upon himself to find a solution that not only worked for him and his staff but to secure the future of Samuel Brothers.

The Solution

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SECUREBRAND®, offered by Avena Group, provided the ideal solution Samuel Brothers had been seeking. Given Avena’s standing as a leading security company, it reinforced the trust Samuel Brothers required. The environmental benefits and detailed carbon reporting offered exactly what was necessary to ensure the retention of their Royal Warrant.

Avena’s security-vetted personnel collect end-of-life workwear and uniforms from clients’ premises and transport them to Avena’s secure shredding facility in vehicles fitted with CCTV and real-time satellite tracking. Once the garments have been shredded, they are baled and sent to recycling mills where they are processed according to Avena’s 3-tier recycling system.

Tier 1 fibres are the best quality. These can be respun into new yarn and used to make new fabrics.
Tier 2 fibres are used to make sound-absorbing panels in cars and acoustic office screens, geotextiles, and upholstery padding.
The very small percentage of tier 3 material left over is used to generate sustainable energy.

The Result

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Avena installed specially designed SECUREBRAND® containers at Samuel Brothers sites to provide a secure and convenient point for their staff to dispose of garments and off-cuts.

Each site has a tailored service suited to their needs and are visited on a regular schedule. Each site is visited by Avena’s collection team, and the containers are emptied.

The solution has enabled Samuel Brothers to provide detailed reporting on their carbon savings to meet the expectations as a Royal Warrant holding company. The solution has also given Managing Director Lee and the rest of his team complete peace of mind knowing that Avena align with their security needs.

Avena’s “zero waste-to-landfill” policy ensures that 100% of Samuel Brothers textile waste is recycled or repurposed sustainably. Documentation is also provided to record all collections and the weights that are recycled, giving Samuel Brothers accurate data.

The Testimonial

“Our challenge was simply not knowing how or where to securely recycle our textile waste. Avena has alleviated all our concerns by simplifying the process, making it incredibly easy.”

“You certificate our actions precisely, ensuring the secure disposal of our textiles on our behalf. If I were to summarise our experience, it would be: effortless, a brilliant solution, and outstanding environmental benefits, aiding us with our sustainability targets.”

It’s crucial to share our approach so other companies avoid the dilemma of not knowing how to handle their textile, uniform, and workwear waste.”

Lee Dawson BEM – Managing Director




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