In pictures: Dr. Beckmann’s white garment waste campaign with Judy Murray

White garment waste is a problem, with new research showing Britons throw away an average of eight white clothing items each year which tots up to an estimated 440.2 million garments annually.

Cleaning products brand Dr. Beckmann has highlighted this research, which it commissioned in partnership with circular fashion business Reskinned, in the form of a special installation of white clothing on London’s Southbank. Timed to coincide with the Wimbledon tennis championships when white is always en vogue, the installation is designed to resemble the size of the famous Henman Hill/Murray Mound spectator area at the championships’ famous west London venue.

Judy Murray, the tennis coach and mother of Grand Slam champions Andy and Jamie Murray, is fronting the campaign.

The aim of the display is to encourage Brits to keep their white clothing in play for longer. The five-metre-high, eight-metre-wide mound has been made from thousands of discarded white garments saved from landfill.

The research found the average lifespan of coloured clothing is around a 36% longer than white clothing, with staining, dulling and discolouration driving much of the problem. Some 30% of consumers said staining was the main reason they stopped wearing white clothing, while 26% cited dulling or greying and 22% said yellowing.

It is estimated the average Brit will buy 212 white T-shirts during their adult lifetime.

Chloe Baker from Dr. Beckmann, which manufacturers the Glowhite product designed to prevent greying and dullness, commented: “Nearly half of Brits are washing whites with colours, which can accelerate greying and dullness, while stains, sweat marks and yellowing are causing people to replace items that could often be rescued.

“We believe people need the right tools for the right job. Our mission is to help consumers care better, waste less and keep their whites in play for longer.”

Judy Murray said: “As a mum, I remember the endless battle of trying to keep Andy and Jamie’s tennis whites looking white. Grass stains, sweat marks, mud – you name it, it all came home with them.

“So, I know first-hand how quickly white clothing can start to look past its best. But to think that a pile of discarded white clothing the size of Murray Mound is going into landfill every single day is deeply concerning.”

Another finding from the study was white clothing faces a unique second-hand stigma, with 37% of consumers believing it is the hardest colour to resell because stains and marks are easier to spot. One in three also said they’re less likely to buy second-hand white clothing, while 21% think white items are more likely to be rejected by charities.

Ross Barry, co-Founder of Reskinned, remarked: “This is the first time we have seen estimates looking specifically at colourway, and the findings show just how vulnerable white clothing is to being discarded.

“White garments can be harder to resell or donate because visible marks, stains and discolouration are easier to spot, but that does not mean they have reached the end of their life. Stains and all, we work to make sure clothing is given a second life wherever possible. Through our takeback programme, we collect unwanted clothing directly from consumers and find the best next destination for every item, whether that is resale, repair, reuse or recycling, helping to keep textiles in use for longer and out of landfill.”

Dr. Beckmann has launched The Washing Line, a dedicated laundry hotline (+44 161 841 2861), offering expert advice on tackling stains, dullness and discolouration this Wimbledon fortnight.

Read more about Wimbledon-themed sustainability campaigns in Green Retail World

[all image credits: Matt Alexander/PA Media Assignments for Dr Beckmann]