- Huw Hughes
Sustainable fashion campaign #LoveNotLandfill is teaming up with a
variety of charities and fashion influences to champion pre-loved clothing
with a Seven Dials pop-up store.
Each influencer has chosen 500 pieces from their partner charity to be
sold at the the pop-up which is open between 14 and 17 November
at 47-49 Neal Street, with all profits going straight to the charities.
Collections at the store include a Cancer Research UK collection by She
Wears Fashion; an Oxfam collection by Elizabeth Whibley; The Royal Trinity
Hospice collection by Oenone; and a Barnardo’s collection by Emma Breschi.
The pop-up will additionally feature depop sellers Past Trash and Youth ID
and a special menswear collection gathered from all the charities curated
People can also bring along old and damaged clothes to donate via a
#LoveNotLandfill exclusive Bambi-designed clothes bank and the Clothes
Doctor will have a mend and repair station offering.
Hannah Carter from the #LoveNotLandfill campaign said in a statement:
“The sustainable fashion movement is gaining traction. More and more young
people are concerned about climate change and want to get involved, whilst
still looking great in beautiful clothes. Our messaging at
#LoveNotLandfill is very clear: Buy second hand, never put clothes in the
bin (take them to a charity shop or put in a clothes bank) and care for
your clothes so they last.”
Samantha Bain-Mollison, head of retail at Shaftesbury, the landlord
which has provided the space for the #LoveNotLandfill pop-up, added: “We
love the work of #LoveNotLandfill and are delighted to be able to support
them. We are dedicated to supporting environmental and sustainability
causes throughout Seven Dials and think the #LoveNotLandfill pop-up will be
an exciting activation with a great message.”
In recent months, charities such as Oxfam and Barnardo’s have ramped up
their promotion of buying second-hand instead of new through campaigns such
#secondhandseptember and #SingleUseFashion.
Photo credit: LoveNotLandfill