Westfield London partners with sustainable fashion brand We Are.

Sustainable fashion pop-up we are. launched its biggest London second life vintage fashion to date pop-up event at Westfield London from 22nd -24th October to over 10,000 visitors

22nd – 24th October saw fashion brand, we are. launch a pop-up event at Westfield London. For three days, the sustainable fashion brand offered consumers the opportunity to upcycle clothing and give them a new lease of life with on-the-spot alterations. Hosted in Westfield’s Atrium, the sell-out event took over 7,300 square foot in space, hosting shoppers of all ages across the three days with limited walk-in tickets also available.

Aligning with Unibail-Rodamco-Westfield’s Better Places 2030 strategy, which focusses on minimising environmental impact to create a safer environment for its shoppers and retailers, the second life fashion pop-up was we are.’s largest vintage fashion event. The event also featured a range of local designers, who were able to showcase their upcycled works to the unprecedented audience. 

Established by Matt Griffiths, we are. is on a mission to provide a new and exciting way to shop for pre-loved brands. Up to 113 billion litres of water and the equivalent of taking 500,000 cars off the road in carbon emissions, could be saved if each person committed to purchasing pre-loved clothes and bought just one item of secondhand clothing. we are. offer a kilo of clothes for £20 and host free upcycled clothing events allowing shoppers to purchase big brands for pocket-friendly prices. 

Founder of we are. Matt Griffiths said of the partnership: “we are. is delighted to have partnered with Westfield to launch our largest ever second life fashion event. Since our launch in Truro in July, and expansion across the UK and Scotland, people of all ages are hugely excited and engaged with our mission to bring second life fashion into their wardrobes. we are. is playing a big role in reshaping fashion for a sustainable future, offering great brands and outstanding value for money whilst saving our planet. What could be better than that?”

Grace Charge, Head of Brand Experience for UK and Europe at Unibail-Rodamco-Westfield (URW) said“Here at Westfield we are thrilled to be to able host and work with a sustainable fashion brand that aligns so well with our Better Places 2030 strategy. we are.’s approach to fashion is a revolutionary way to shop more sustainably whilst providing consumers with a new and exciting approach to buying and adapting pre-loved clothes.”

The we are. pop-up complements Westfield’s wider sustainable fashion initiatives that have aimed to introduce shoppers on ways they can reduce waste and follow findings from Westfield’s How We Shop: The Next Decade report that revealed that 61% of shoppers want stores to make products instore and on demand to minimise waste. Westfield’s has successfully launched the UK’s first ever fashion rental store in 2017, the UK’s first-ever Christmas rental store in 2020 and had launched pop-up concepts with Loan Design Club and By Rotation.

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