Waste recycling charity Wrap has ended its Love Your Clothes campaign after nine years in response to the government withdrawing funding.

Developed as part of Wrap’s sustainable clothing action plan, the campaign aimed to raise awareness of how to extend the lifetime of garments through caring for, repairing, reusing and recycling them.

After being introduced in February 2014, the Love Your Clothes campaign ended on 31 March when funding was withdrawn by the Department for Environment, Food and Rural Affairs (Defra), which is led by Environment Secretary Thérèse Coffey.

Wrap’s work around textiles is now directed to providing businesses and brands with general messaging around textiles and how people can buy, use and dispose of their clothing.

Announcing the end of the campaign, Wrap stated: “It has been a truly inspirational project with long-lasting impact. However, due to a change in funding priorities by government and following feedback from our Textiles 2030 Citizen Working Group, Wrap feels it can no longer maintain Love Your Clothes as an active communications tool.”

Wrap remains focused on its Textiles 2030 campaign which commits clothing brands, retailers and recycling organisations to halving their carbon footprint, cutting their water consumption by 30% and accelerating and embedding a circular economy by the end of this decade.