#LoveNotLandfill pop-up supported by Depop

3 Newburgh Street, Soho, London W1
18-21 July 2019

Eco fashion campaign #LoveNotLandfill presents the #LoveNotLandfill pop-up on Newburgh St, London W1 – in the heart of Carnaby, one of the world’s most recognised fashion hubs.

As we face a climate emergency, and high street fashion is hit by online shopping, #LoveNotLandfill is supported by cult fashion marketplace app Depop to create a more meaningful relationship between sellers, customers and clothes. The aim is to reduce waste and help more young people realise that second-hand is affordable, unique and better for the planet than buying everything new.

This is a chance for fashion lovers to meet some of their favourite depop sellers, and for sellers to meet their followers. It will be a showcase for the very best diverse, pre-loved and vintage fashion.

Thursday and Friday:
Saturday and Sunday:

Mobile devices are a popular way to buy clothes in the UK with consumers spending an average of six hours per week researching and buying fashion1. For customers this means no human interaction (which comes with style advice and compliments), no feeling the clothes, no testing the quality, no seeing colours accurately.

Most importantly, there’s no trying on for correct sizing which results in more waste as many returns go to landfill rather than back out on the shop floor. What’s more, buying online increases the environmental impact of clothes due to all those trucks doing delivery and returns – and returns are significantly more likely than with clothes bought in person.

Hannah Carter, Campaign Lead for #LoveNotLandfill said, “Our mission is to reduce waste and when it comes to fashion, we want Londoners to recycle, share and buy second-hand. We wholeheartedly support depop and their creative sellers who trade fantastic second-hand, vintage and upcycled clothes and style alternative looks. We’re delighted to offer them a physical space at our latest pop-up, where eight of their most talented sellers can actually meet their customers and followers in person.”

Adwoa Owusu Darko who runs @minisworld added, “After three years, I still sell on Depop because I’m inspired by the community – a bit of my creativity and my personality is being worn by someone else. Buying preloved is an easy way to reduce waste – I’ve been making more of a conscious effort to educate my buyers and change my processes to be more sustainable too. The pop-up is an opportunity to connect with people in a positive way and promote sustainability – I’m super excited!”

Simon Quayle, Director at Shaftesbury, which has provided the space for the #LoveNotLandfill pop up: “We love the work of #LoveNotLandfill and are delighted to be able to support them. We are dedicated to supporting environmental & sustainability causes throughout Carnaby and feel that the #LoveNotLandfill will be a great activation with a great message.”

The #LoveNotLandfill campaign encourages young fashion lovers to donate their unwanted clothes to charity, put them in clothes banks, swap them, borrow them and buy second-hand and stop the 11 million items of clothing that go to landfill each week in the UK.2

#LoveNotLandfill x depop-up, 3 Newburgh Street, Carnaby, Soho W1
Open: Thursday 18th July, 11am – 8pm; Friday 19th July, 11am – 6:30pm; Saturday 20th July, 11am – 6:30pm and Sunday 21st July, 12pm-5pm

1 https://www.businessoffashion.com/articles/intelligence/top-industry-trends-2018-6-mobile-obsessed https://www.ft.com/content/76095276-1995-11e9-b93e-f4351a53f1c3

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