Selfridges brings circular fashion to London store with new swap initiative

London’s iconic department store Selfridges is introducing its first-ever swap shop with LOANHOOD, a fashion rental marketplace and service. The upcoming event allows customers to swap their fashion pieces for pre-loved treasures.

The initiative, which will run from 10 to 30 July, is an effort to promote circular fashion and prolong the life of unworn garments.

Selfridges, along with LOANHOOD, are aware that so many shoppers have clothes at the back of their wardrobes that they aren’t wearing. This new project ensures that each garment is finding its way to someone who will make use of them, rather than ending up in a landfill.

Tickets are complimentary and are booked in two-hour time slots throughout the day. Customers must book a ticket to attend the swap shop and are only allowed to swap five items of clothing per ticket.

It is a men’s and women’s clothes-only swap, which doesn’t include underwear, swimwear, shoes or accessories.

How the swap shop works:

• Step one: Swap your once-loved clothing items worth a resale value of between £50 and £300.
• Step two: Selfridges' team members will value your items in exchange for stamps.
• Step three: Browse the shop for pre-loved clothing, and pick up your favourite piece by using the stamps at check out.

If customers can’t find anything the first time, they can come back and use their stamps on a different day. Selfridges adds, "Sometimes swapping is a right time, right place situation".