The ban is here. Where will the clothes go?

A new EU ban on destroying unsold clothing, accessories and footwear took effect on 19 July. It initially applies to large companies, while medium-sized businesses will follow in 2030. Small and micro-enterprises are exempt.

The principle is straightforward: new and usable products should remain in use rather than be incinerated, landfilled or otherwise destroyed. Companies are expected to prioritise measures such as discounted sales, alternative markets, donations, repair and preparation for reuse. Destruction is still permitted in limited cases, including unsafe, damaged or counterfeit goods, but companies must document the grounds and keep records for inspection.

New unsold clothes can no longer be destroyed.

The ban may nevertheless create new pressure elsewhere in the system.

Preventing destruction does not guarantee that an item will find a buyer or user. Large volumes of unwanted stock could instead be channelled into donation, resale or sorting systems that already struggle with fluctuating quality and demand. Products may technically be “prepared for reuse” without achieving actual reuse, while charities and second-hand operators could face higher handling and disposal costs.

There is also a risk that excess stock is shifted to alternative markets primarily to remove it from corporate inventories. The critical measure will therefore not be how much destruction falls, but what happens next. The first annual disclosures should show whether the ban reduces overproduction, or merely changes the destination and classification of unsold clothes.