Swap pre-loved clothes for free beer at Camden Town Brewery

Touring Leeds, Manchester and London, Camden is encouraging consumers to donate pre-loved clothing in exchange for a can of Chilly

Camden Town Brewery has partnered with clothes waste charity TRAID for the launch of its Camden Chilly TRAID Off – a nationwide tour where consumers can swap their pre-loved clothes for a can of Camden’s new winter seasonal: Chilly, Cold IPA.

Touring Manchester, Leeds and London from 15th-17th November, Camden and TRAID will be stationing their van at the heart of each city, ready for consumers to come down and donate any unworn or pre-loved clothing this Chilly season. Encouraging consumers to shop more sustainably this winter the Camden Chilly TRAID Off aims to freeze out waste, while giving people good beer for a good cause.

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% 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.

Chilly by name and not by nature, Camden’s new Cold IPA gets its name from a new hybrid brewing style rather than its serving temperature (which is between 5-7℃ if you’re wondering). Brewed with Camden’s original lager yeast but at a warmer temperature, Chilly has refreshing flaked rice, wheat for haze and mouthfeel, and new world hops for big, fruity flavour and frosty freshness.

Originally launched as part of Camden’s Arch55 series, this Cold IPA proved to be extremely popular, and is a style that beer lovers are falling in love with. Sold in 440ml cans with an ABV of 6%, this beer is only around for a seasonal cold spell – so consumers will need to act fast and head down to the Camden Chilly TRAID Off for fresh beer and a wardrobe refresh.

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, said: “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 dig deep into the back of their wardrobe this winter, 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!”

Chilly, Cold IPA, is available now in single units at Morrisons, Sainsbury’s and the Camden Webshop for £18 per 6-pack.