"Clothes are not waste" aims at informing the society about the carbon print that heavy usage of textile leave on the planet. At the same time it aims at reducing the disposing of clothes together with general waste. The campaign offers an alternative – bins for collecting old textile placed throughout the whole country. It also urges people to use clothes more responsibly and think about the pollution if not properly recycled. The goal is to create a more conscious decision making.

The campaign addresses the whole society emphasizing on various motivation to dispose of unwanted textile (ecological, emotional, and practical). Communication towards the government and organizations, responsible for the protection of the environment, people who care deeply about breast cancer.

The main communication period is from April to May, 2019. The project however is an ongoing company initiative that collects out-of-use textile through the whole year and communicates the benefits of the campaign for the environment, individuals and society as a whole.

"Clothes are not waste" with the help of Artshc.org started a conversation in society about the damage caused by textile thrown alongside general waste. Days before the start of the campaign a bin full of clothes with the slogan “Clothes Are Not Waste” appeared at National Stadium Vassil Levski metro station. It attracted the attention of thousands of people who started a conversation on social media. On artshc.org it becomes clear that the goal is to educate people about the environmental threats posed by textile that is carelessly thrown away. After that a special event for media and state administration was held. There MANIA announces the "Clothes are not waste" initiative. The Campaign was communicated via Edna Ot 8 and MANIA social media channels, as well as with a press release. Communication continued through the bins in every MANIA store in the country throughout the year.

As a result of the campaign for a period of just 8 months over 140 tons of textile and shoes are collected and recycled or reused. This happened in 22 cities in Bulgaria that have a MANIA store. The clothes that are still good to use are sent to people in need in Asia and Africa and the rest – recycled. The money collected by the campaign are donated to Edna ot 8. The donation helped 2600 women with breast cancer and their relatives to receive treatment or information.