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The eco-friendly Welsh clothing brand howies, now part of the Timberland empire, is unfazed by the cold economic winds blowing through the apparel markets. For a limited time, it's offering its UK customers the chance to recycle their old denim in exchange for one of their much-loved organic T-shirts. Typical of how this innovative business, built by two former agency creatives, approaches boring old problems like, oh, driving traffic to the store.
The promotion runs until Dec. 1 at its Carnaby Street store.