How the soccer jersey nobody bought is now an ESG problem.

THE SIGNAL

From 19 July 2026, large companies can no longer destroy unsold clothing, accessories and footwear without justification. Exceptions exist, but must be documented. At the same time, many licence contracts contain restrictions on what brands can do with surplus merchandise.

THE INSIGHT

Unsold fanwear is no longer a logistics problem. Large companies must already report publicly on what happens to unsold consumer goods. That surplus stock is future public material… A ready-made story for journalists and NGOs. The brand that has an answer controls the narrative. The one that doesn't becomes the subject of it.

THE ACTION

The communication question is not what to do with the stock. It is who tells the story first. The brand that communicates proactively about its surplus merchandise controls the narrative. The one that waits becomes the subject of it.