Crisis, the national charity for homeless people, is launching a new campaign to coincide with the re-opening of its shops for the Autumn season on Monday 7th September.
‘Change into Change’ has been created to highlight the positive social impact buying second hand, sustainable fashion can have.
Crisis has nine charity shops in key locations across London all selling quality preloved goods including clothes, shoes, accessories, books and homeware. They also offer upcycled furniture that has been restored by Crisis clients who have been affected by homelessness. Many of the shops have a cafe and serve as a community hub for people to come together.
Four of the stores (Dalston, Peckham, Finsbury Park and Elephant & Castle) will be decorated with new images of models wearing clothing from the stores, shot in a high-end editorial style. The campaign was gifted to Crisis by a newly-formed creative agency, Jagged Edge.
The shops raise funds that are used to tackle homelessness - through providing education, training and support with housing, employment and health to people across Britain, and campaigning for the changes that will end homelessness once and for all.
Throughout the coronavirus outbreak Crisis has been focusing on ensuring people affected by homelessness remain safe, continuing to provide one-to-one support, delivering food packages and campaigning to introduce emergency legislation that will protect people from ending up back on the streets.
Although the stores had to close for several months during lockdown, they are now fully open and have been receiving many donations from householders who cleaned out their closets during lockdown.
Georgina Evans, Head of Retail at Crisis, said: “Everyone should have a safe and stable home, and our shops raise vital funds to help Crisis achieve that goal.
“We have been thrilled by some of the stylish outfits we have received since the end of lockdown and ’Change into Change’ helps to show them off, while giving something back. It shines a spotlight on the fashion we provide that contributes to our efforts to end homelessness for good.
“We are relieved that we can once more open our doors to provide a space for people to come together, share ideas, and enjoy a Crisis coffee and a piece of cake.
“Our shops are also a place for us to train people affected by homelessness with skills that they can use to find confidence and rebuild their lives. We rely on dedicated volunteers to help our shops thrive so please get in touch if you would like to help out.”
The campaign was created pro-bono by newly-founded creative agency Jagged Edge.
Tom Sitton of the agency said: “We’re delighted to have worked with Crisis on changing the perception of what it means to shop at charity shops. As an agency, we’re fully committed to Crisis’ mission of ending homelessness, especially in a time as trying as this. The idea that a change of outfit can have a positive social impact is something we hope will resonate.”
Crisis shops can be found around London in:
Elephant & Castle