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UK’s first multi-charity preloved pop-up fashion store to open at Brent Cross

Tom Bottomley
17 January 2023

Charity Super.Mkt, the UK’s first multi-charity fashion store, will open a pop-up store at Brent Cross shopping centre in London on 27 January 2023.

The brainchild of Wayne Hemingway, founder of British fashion brand Red or Dead and Hemingway Design, and Maria Chenoweth, CEO of sustainable clothing charity TRAID, the four-week pop-up will offer a curated selection of stylish second-hand garments, bringing together the best donated clothing sourced from 10 UK charities under one roof – the first time ever that national and local charities have collaborated on a store.

Described as a ‘department store for second-hand style’, Charity Super.Mkt will take over the former Topshop store at Brent Cross, and will be staffed by volunteers inspired by ethical and sustainable shopping.

Contributing charities include Age UK, All Aboard, Barnardo’s, Cancer Research, Emmaus, Havens Hospice, SCT, Marie Curie, TRAID, and Shelter.

Wayne Hemingway said: “Charity shops are no longer a signal of decline in our town centres; they represent a powerful and positive movement towards the circular economy and a future that is being wholeheartedly embraced by consumers and contributes hundreds of millions of pounds to our economy, and good causes.

“Brent Cross is one of London’s best known retail destinations and having Charity Super.Mkt right next door to John Lewis and Apple feels right. Shopping at Charity Super.Mkt ensures that every pound spent is a ‘good pound’ as it’s better for the environment and offers a more sustainable approach to fashion.”

Maria Chenoweth commented: “Having been in charity retail for over 30 years, being part of the first ever charity retail collaboration in an old fast-fashion Topshop store is iconic. Charity Super.Mkt hits circular economy and sustainability aspirations, whilst also hitting the cost-of-living crisis.

“Charity retail is the understated best of sustainable business, there is no better example of a green circular economy in action at this scale.”

Sarah Tinsley, Director of Marketing & Placemaking at Hammerson (joint owner and asset manager of Brent Cross) added: “This is a unique partnership which supports our ambition to launch a number of big market firsts across our portfolio this year.

“We’re going to be bolder and braver with how we evolve our spaces, creating really vibrant experiences that inspire and attract customers, whilst aiming to have a more positive impact on our communities as well as the environment. This will be a transformative year for us!”

Originating as a section at ‘The Classic Car Boot Sale’ in London, Charity Super.Mkt has grown in success and momentum as consumers’ values and ethics rapidly evolve, particularly amongst Gen Z and Millennials who are now more conscious of the impact their spending has on the planet, and are using platforms such Depop and eBay to buy and sell second-hand clothes to create unique looks.

Read TRAID's Maria Chenoweth on why "Charity shops are not a dumping ground for ultra-fast fashion" here. 

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