Marble Arch was the location for the new M&S two day Oxfam pop up shwop shop. Over 40 celebrities including Alexa Chung, Daisy Lowe and Plan B all donated items that were sold. To gain entry to the shop you needed a special ticket – something to “shwop” (an unwanted or unused item of clothing).
Adam Elman, Head of Plan A Delivery at Marks & Spencer, said: “The Shwop Shop is a celebration of shwopping. Fashion influencers, designers, stylists, thought-leaders and visionaries have given their sign of approval by donating their unwanted items and we hope this will inspire a new generation of shwoppers who see fashion and sustainability as one. The aim is to change people’s attitudes towards clothes recycling and give unwanted garments a future.”
The celebrity shop was staffed by a host of famous faces throughout the two days including shwopping guru Joanna Lumley, who said:
“By opening your hearts, minds and your wardrobe and going shwopping, you can not only bag an outfit worn on the red carpet or to a glitzy awards evening, but help the environment too. Fashion with a conscience, it is perfect isn’t it? By shwopping all we want you to do is give your unwanted items stuffed in the back of your wardrobe a future. Simply bring an old item back every time you buy a new outfit, shwop and shop! Come to the Shwop Shop, shwop and shop and leave with a smile – the world will then feel a better place!”
Marks and Spencer has pioneered the idea of shwopping – a revolutionary clothes recycling initiative where customers can donate any item of clothing, of any brand, to be re-used, resold or recycled by charity partner Oxfam.
The campaign aims to put an end to the one billion items currently ending up in landfill every year. All M&S clothing stores now accept used and unwanted items of clothing from any brand, all year round. The ultimate aim for M&S is to collect 350 million items a year – recycling as many clothes as it sells.