Preloved fashion concept store Charity Super.Mkt is running a four-week pop-up from 27 January, at Brent Cross, offering a curated selection of stylish second-hand garments sourced from 10 UK charities.
The ‘department store for second-hand style’ is the first time national and local charities have collaborated for a multi-charity physical retail store. The concept store, which will take over the former Topshop unit in Brent Cross, is the brainchild of Wayne Hemingway and Maria Chenoweth, CEO of sustainable clothing charity TRAID.
Hemingway said: “Charity shops are no longer a signal of decline in our town centres; they represent a powerful and positive movement towards the circular economy and a future that is being wholeheartedly embraced by consumers and contributes hundreds of millions of pounds to our economy, and good causes.
“Brent Cross is one of London’s best known retail destinations and having Charity Super.Mkt right next door to John Lewis and Apple feels right. Shopping at Charity Super.Mkt ensures that every pound spent is a ‘good pound’ as it’s better for the environment and offers a more sustainable approach to fashion.”
Chenoweth added: “Having been in charity retail for over 30 years, being part of the first ever charity retail collaboration in an old fast-fashion Topshop store is iconic. Charity Super.Mkt hits circular economy and sustainability aspirations, whilst also hitting the cost of living crisis.
“Charity retail is the understated best of sustainable business, there is no better example of a green circular economy in action at this scale. Charity retail provides everyone the opportunity to buy good and do good, from supporting the environmental benefits of shopping second-hand to providing critical funding for causes both local and global.
“Our consumers are increasingly interested in finding sustainable brands and opportunities to mix new outfits with pre-loved fashion, so we’re excited to be bringing this innovative concept to Brent Cross.”
Sarah Tinsley, director of marketing and placemaking at Hammerson, which is joint owner and asset manager of Brent Cross, said: “This is a unique partnership which supports our ambition to launch a number of big market firsts across our portfolio this year. We’re going to be bolder and braver with how we evolve our spaces, creating really vibrant experiences that inspire and attract customers, whilst aiming to have a more positive impact on our communities as well as the environment. This will be a transformative year for us!”
Participating charities in Charity Super.Mkt include Age UK, All Aboard, Barnardo’s, Cancer Research, Emmaus, Havens Hospice, SCT, Marie Curie, TRAID, and Shelter.
