Dry/Clean Initiative - Old Dry Cleaning Finds New Life (With Help From Kate Middleton)

May 23, 2016

Have you ever left your clothing at the dry cleaners?

As it turns out, 15% of clothes brought to dry cleaners are never picked up. Now they can go to a good cause.

Dry/Clean is an initiative of the Action on Addiction in collaboration ad agency Leo Burnett London. The initiative takes clothing left at dry cleaners and donates it to people getting back on their feet after suffering from alcohol and/or drug addiction. The clothing is much-needed interview attire, allowing former addicts access to the types of jobs they might not otherwise be able to secure. The UK National Institute on Drug Abuse says that having a job can increase the chances of "long term recovery" by nearly 80%. That's pretty incredible.

The ad above tells the story of Debbie, a former addict working hard to break free of the vicious cycle of pain to drugs to alcohol to pain. In less than two minutes we learn how heartbreakingly difficult a life of addition can be, and how much difference a simple piece of clothing can make. As Debbie says, "I can walk into that room with my head held high and make sure I get that job."

As if this wasn't enough, HRH the Duchess of Cambridge (aka Kate Middleton) is a patron of Action on Addiction. At a recent visit to one of their programs, she said "I was reminded today how addictions lie at the heart of so many social issues and how substance misuse can play such destructive role in vulnerable people's lives."

This is the kind of fashion story we love to hear. Want to help the cause? Donate to Action on Addiction and make a real difference.

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