Instead of discarding stock, companies are encouraged to manage their stock more effectively, handle returns, and explore alternatives such as resale, remanufacturing, donations, or reuse.
The ban on destruction of unsold apparel, clothing accessories and footwear and the derogations will apply to large companies from 19 July 2026. Medium-sized companies are expected to follow in 2030. The rules on disclosure under the ESPR already apply to large companies and will also apply to medium-sized companies in 2030.
Here’s an idea. Instead of having artificial scarcity, they could have actual scarcity. Don’t manufacture 10 000 super fancy shirts. Make only 500. They will run out sooner than anyone wants, you’ll still make absurd profits and customers are left wanting more. When the next season rolls around, you make 500 of the same shirt, but in a different color. Charge 2x more than last time, but you’ll be able to sell them anyway now that people know how fast they disappeared last time.
Side note: Making stuff to feed the vanity of millionaires is revolting, but at least this way it doesn’t have to be so wasteful.