Eco-fashion campaign Love Not Landfill opens its charity fashion pop-up in London


From 11-14th November 2021, eco-fashion campaign Love Not Landfill returns with its pre-loved fashion pop-up, featuring fashion forward collections from charity shops curated by some of fashion’s most style-savvy influencers.

Sponsored this year by Vanish and Oxwash, the third incarnation of the pre-loved fashion concept store is bigger and better than ever before, with more charities, influencers and collections than in previous years. Check out the Cancer Research UK collection x Shannon Alexandra; Crisis collection x Ismail Stewart; Oxfam collection x Nova Twins; and Royal Trinity Hospice collection x The Monica Way.

For the first time ever the pop-up will also feature a special Love Not Landfill collection curated by Jake Edwards from clothes donated to Love Not Landfill exclusive Bambi-designed clothes banks.

Each influencer has worked with their partner charity to carefully select up to 500 pieces from donations, which will be sold at the Love Not Landfill pop-up with all profits going straight to the charities. Expect designer labels you know and love at affordable prices, plus one-off gems – that is the beauty of pre-loved fashion.

As well as being the place to discover the most on-trend truly sustainable fashion in London, the store will celebrate gender-neutral ‘clothes for everyone’, and will be a space to find out more about eco-fashion and the climate emergency with noticeboards, knowledgeable staff and a workshop on Sunday about making your clothes last longer.

Clothing production is the third biggest manufacturing industry after the automotive and technology industries. Textile production contributes more to climate change than international aviation and shipping combined (House of Commons Environmental Audit Committee, 2019). UK landfill sites are dumped with roughly 350,000 tonnes of clothing, worth £140m, every year (WRAP). Yet fast fashion continued to boom online during the pandemic.

According to a March 2021 survey by Deloitte, Gen Z (16 to 24 year olds) are adopting more sustainable behaviours than any other groups: 50% reduced how much they buy and 45% stopped purchasing certain brands because of ethical or sustainability concerns. But there is a lot of greenwashing by fast fashion brands aimed at young fashionistas.

Olivia Shaw from the Love Not Landfill campaign explains: “Don’t be fooled, the most sustainable clothes are the pieces you or someone else already own. The ‘buy it, wear it, throw it away’ fashion model is going out of fashion: rewear what you’ve got, donate or swap fashion and keep pieces in circulation. The trend of fast fashion brands “doing sustainability” with baby steps like recycling and conscious collections isn’t always as transparent as it needs to be, and very few fast fashion retailers are making changes fast and deep enough to have a meaningful impact. This is why we champion second-hand shopping.”

Charities such as Oxfam have hugely promoted buying second-hand instead of new, with campaigns such as #secondhandseptember and #SingleUseFashion which flood Instagram with high profile influencers styling trend-leading second-hand looks. Along with Royal Trinity Hospice, Cancer Research UK, Crisis and Save the Children, they continue to support the Love Not Landfill mission to get fashion lovers to try second-hand first.

The Love Not Landfill pop-up shop is open from Thursday 11th November to Sunday 14th November at 1st Floor Angel Central, 21 Parkfield Street, London N1 0PS. Opening hours are as follows:
Thursday 11th November 11am – 7pm
Friday 12th November 11am – 7pm
Saturday 13th November 10am – 7pm
Sunday 14th November 12 noon – 5:30pm (workshop will be from 10am-12pm)