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Primark launches first ever Swap Shop for pre-loved and vintage clothing

Lauretta Roberts
03 September 2024

Primark is set to launch its first ever Swap Shop initiative to allow customers to exchange pre-loved and vintage clothing in store, in celebration of London Fashion Week.

Created in partnership with circular clothing company, Verte, the limited run of pop-ups will launch this month in select Primark stores across the UK, including London, Manchester and Birmingham.

The first pop-up takes place at Westfield Stratford on the first day of London Fashion Week on 13 September and will run for three days. Manchester will runs from 16 to 17 September and Birmingham on 16 and 17 October.

The new experience will allow 'swappers' to bring up to five items of adult clothing, bags, hats or scarves in good condition, to be assessed and swapped for digital tokens on the Verte app.

The digital tokens can be used to purchase a pre-loved item of clothing from Verte’s collection. A special gold token is awarded to luxury clothing items presented in almost-new condition, which can be traded exclusively for other gold items.

Any un-swapped clothes will be kept for the next swap, donated to local charities in the area or placed in Primark’s clothing donation boxes, available in all stores across the UK.

Director of Primark Cares, Lynne Walker said: “We truly believe in helping people to love their clothes for longer and our latest partnership with Verte allows us to do just that.

"Welcoming Verte into our stores will help us to better engage with a community of like-minded fashion lovers who really care about where their clothes will go to next. We hope our pop-ups will encourage more people to participate in the growing circular fashion economy and with an opportunity to do so in their local Primark store. We've all got clothes in our wardrobe we keep meaning to wear but never get around to, so we’re excited to see Verte give new life to the clothing swapped by our customers and colleagues.”

Founder of Verte, Jessica Brunt added: “We’re really excited to be partnering with Primark on this Swap Shop initiative because they are passionate about driving in store experiences, not only in London but across the UK. Swapping is a great way to access pre-loved in an affordable and inclusive way and the more people who are exposed to the idea, the better it is for the planet and for the future of shopping.”

This latest initiative forms part of Primark’s ongoing commitment to make pre-loved fashion more accessible. Since 2022, it has partnered with the Vintage Wholesale Company to offer vintage clothes via Wornwell, which is currently in 10 stores across the UK.

Its ‘Love it for Longer’ repair workshop programme runs all year round and teaches shoppers basic repair and sewing techniques. These workshops are available to customers free of charge in selected stores and accessible to everyone online via easy-to-follow repair videos on Primark.com.


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