Traid launches 'Closet Clear-out Challenge' campaign backed by host of celebrities
Second-hand clothing charity Traid has just launched a new campaign called 'Closet Clear-Out Challenge' to mark its 25th anniversary, backed by a host of celebrities with the aim to generate 250,000 garment donations throughout September.
Celebrity supporters who are donating pieces from their wardrobes include Sophie Ellis-Bextor, Erin O’Connor, Sharon Horgan, Caryn Franklin, Michelle Dockery, Patrick Grant, Gilles Peterson, and Vic Reeves (real name Jim Moir) and his wife Nancy Moir.
Traid emphasised that the donations will help to fund vital global projects focused on supporting garment workers, their families, and organic cotton farmers, "enabling a future of change".
Under the slogan of 'Your wardrobe has the power to change lives', the challenge serves as a powerful call to action to participate, share donation stories and challenge friends and followers to do the same.
Maria Chenoweth, Chief Executive of Traid, said: "I’m so excited about our ‘Closet Clear-Out Challenge’ launching – not only does it have the potential to make such a huge difference to the projects we support, but it’s such a simple initiative for people to be part of.
"Approximately 65% of the population are now wearing something second-hand, and we are on a mission to make this 100%. There is always new life in your unwanted clothes and we’ll do everything we can to find it. We know it’s time the fashion industry changed for the better and I’m proud that Traid can be part of the solution."
People donating just need to pick out the pieces they want to donate, go on the Traid website and book a free home collection. Traid will then curate and re-sell the garments.
October will see the campaign results come to life across all Traid stores, of which there are 12 in London as well as pop-ups nationally, where customers will be able take part in a ‘Traid Treasure Hunt’ to hunt down all the gems donated from the celebrity supporters, as well as from all Traid customers.
Traid emerged at the end of the 90s on a mission to fight global poverty. The plan was to collect unwanted clothing via 700 clothing banks and sell them in four shops across London.
Over the next decade, Traid launched education programmes and campaigns to raise environmental awareness in the fashion industry. In 2012, the charity pledged to focus on projects that take care of the people and natural resources that make our clothes, and Traid has been working hard on that ever since.
To date, it has supported at least 700,000 garment workers, their families, and their communities by selling second-hand clothing.