Eco-fashion campaign Love Not Landfill returns at the end of June with its pre-loved fashion pop-up, featuring fashion forward collections from charity shops plus ‘retired’ designer pieces from a high-end fashion rental company – all curated by some of London’s most style-savvy influencers.
The fifth incarnation of the pre-loved fashion concept store this year is showcasing some of the best second-hand clothes the capital has to offer. Love Not Landfill has two new charity partners on-board: Shelter, with a collection co-curated with @EllesseChar; and FARA whose collection is with @DemiColleen. It will also feature collections from third-time charity collaborator Cancer Research UK x @ItsLinaMar; and Hurr Collective x @Nantidaintajak.
Hurr, an online fashion rentals platform, will be joining in for the first time, selling clothes that have been rented out but are now approaching ‘retirement’ – so check out their collection for high-end, high quality pieces at low prices!
Each influencer has worked with their partner to carefully select up to 500 pre-loved pieces, which will be sold at the Love Not Landfill pop-up with 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 be a space to find out more about eco-fashion and the climate emergency with noticeboards, knowledgeable staff and a competition with prizes including gift boxes and discount vouchers from the UK’s newest pre-loved clothing platform, Poshmark.
Fashion accounts for up to 10% of global greenhouse gas emissions – more than aviation and shipping combined. Roughly 360,000 tonnes of the textiles thrown away in the UK every year are clothes, despite the fact that more than three quarters of shoppers say they now consider sustainability when buying fashion, either all or some of the time (Drapers). Yet fast fashion continues to boom both online and on the high street.
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 – and people are still buying far more new clothes than second-hand.
Lizzy Woods from the Love Not Landfill campaign explains:
“Globally we each have an average of 148 items in our wardrobes – but we keep buying more! For the planet’s sake, we can’t keep doing this: making the clothes we already own last longer by rewearing, restyling or repairing them, and then donating and swapping them when we don’t love them anymore, has got to be the way forward. And we know here at Love Not Landfill that there’s an almost endless supply of beautiful, unique second-hand clothes out there to refresh your wardrobe, which is why we’re so excited to be running another pop-up shop at the end of June. Although we have started to see some progress to make new clothes more sustainable, 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.”
The return of Love Not Landfill’s cult pop-up shop in Islington supports their mission to get fashion lovers to try second-hand first. The Love Not Landfill pop-up shop is open from Thursday 29th June to Sunday 2nd July in the ground floor unit SU10 at Angel Central, 21 Parkfield Street, London N1 0PS.
