On the 17-18th March, Shelter shops launched the Preloved Donation Pledge. The campaign seeks to highlight how contributing to the circular economy by donating is just as important to sustainable fashion as shopping second hand.
As sustainability and thrifting rises in popularity in the UK, it’s important to consider how donations of high-quality preloved items are vital. The campaign was launched with an event at the Shelter Boutique in King’s Cross. This event brought the sustainable fashion community together to give preloved, forgotten clothing a new lease of life whilst fighting the housing emergency.
On Friday evening, Boutique by Shelter at Coal Drops Yard held an influencer donation event, attended by 19 sustainable fashion creators including Jasmine Botchey, Scott Staniland, Caroline Jones and Hannah Elizabeth. Each creator brought with them a mix of preloved pieces; designer, vintage and hidden gems including a Hayley Menzies beaded cardigan and some colourful pieces by Olivia Rubin. All attendees signed Shelter’s pledge, committing to donating preloved pieces at regular intervals throughout the year.
Jasmine Botchey said: “The reason why it’s so important to donate is because it’s all about giving back. If you have any items at home that you know you don’t wear, somebody else is going to love them! This is how we reduce waste; the more we donate the more we give back to our planet.”
On Saturday morning, coinciding with World Recycling Day, the boutique charity shop’s doors were opened an hour early for exclusive access to the new rails for shoppers who brought their own donations. The early access tickets sold out, and all of the attendees became signatories of the Preloved Donation Pledge. As a start they committed to three donations per year which can be brought in-person to Shelter stores or sent free via post.
People in the UK own on average 188 items of clothing and 26% of them have not been worn in the last year. Through cultivating this commitment in shoppers, Shelter is encouraging a feeling of community and personal responsibility with regard to the circular economy, and the importance of supporting it.
Richard Hudson, Retail Marketing Manager at Shelter, said: “With hundreds of thousands of people homeless in England, Shelter’s work to fight the housing emergency, and provide practical help and advice to people, is more critical than ever. Now sustainable shoppers can help the charity, while updating their wardrobes.
“Our advisers are working hard so no-one has to face homelessness alone, but we cannot do this without the amazing support of the public. We were overwhelmed by the support from the sustainable fashion community during the event launch of the Preloved Donation Pledge, as every donated fashion piece and preloved purchase from Shelter charity shops help us to be there for people without a safe place to call home.”
Shelter is planning on hosting more Preloved Donation Pledge events in other Shelter shops soon. Join the community by signing the Preloved Donation Pledge here.