Camden Town may be as Southern as jellied eels, but its brewery is heading up North bearing gifts for its seasonal charity drive.
Camden Town Brewery has partnered with clothes waste charity TRAID for the launch of its Camden Chilly TRAID Off – a nationwide tour taking in Leeds and Manchester, as well Camden itself – where consumers can swap their pre-loved clothes for a can of Camden’s new winter beer: Chilly, Cold IPA.
Camden and TRAID will be stationing their van at Manchester’s Trafford Centre and Leeds’ Victoria Shopping Centre and asking consumers to come down and donate any unworn or pre-loved clothing this ‘Chilly season.’
TRAID will then turn the unwanted clothes into funds and resources to reduce their environmental and social impact. It does this through its UK network of over 700 charity clothes banks, a home collection service and 12 charity shops diverting around 3,000 tonnes of clothes from landfill and incineration every year. The charuty also works with local authorities, businesses and communities to strive for zero waste. Clothes that are sold in TRAID’s charity shops help fund global projects improving conditions and working practices in the textile industry.
Research from TRAID has found that 300,000 tonnes of clothing end up in landfill every year in the UK, of which it is estimated 40 per cent is in reusable condition. Camden is encouraging Brits to take another look at the estimated 1.6 billion pieces of unworn clothing in their wardrobes this winter and think about how we shop as we head towards the festive period.
Fans of brewing trivia will be pleased to learn that Camden’s new Cold IPA gets its name from a new hybrid brewing style rather than its serving temperature, which is an IPA-friendly five-to-seven degrees, in case you were wondering.
Jose Baladron, TRAID’s recycling development manager, said: “We’re delighted to be partnering with Camden Town Brewery to keep clothes in use for longer. Our wardrobes are full of clothes we no longer wear or need and extending the life of the clothes we already have is one of the most environmentally beneficial things we can do to reduce our waste, water and carbon footprints.”
Fred Nesbitt, head of marketing at Camden Town Brewery, added: “We are so excited to be working with TRAID again for the Camden Chilly TRAID Off. There’s nothing we love more than good beer for a good cause, and we are encouraging Brits to come down and donate any unwanted coats or jackets in exchange for our freshest new IPA. We usually have the pleasure of visiting Manchester and Leeds in summer for our Tank Party Tour, so we are really looking forward to heading on tour again this Chilly season!”
The Camden Chilly TRAID Off will be in Leeds Victoria on November 15 and Manchester Trafford Centre November 17. For any readers who find themselves stranded down South in November, they’ll also be in Camden Beer Hall on November 16, with each event taking place from 12-4pm.