Urban Outfitters opens new pop-up in London with denim swap shop

Urban Outfitters has opened a new pop-up in London, marking its first-ever standalone denim retail space.  

Located at King’s Road in Chelsea, the space showcases the full BDG Jeans by Urban Outfitters denim collection.

It spotlights BDG as a "halo brand" that is created internally by Urban Outfitters designers, as well as key items from the retailer's AW23 range.

The AW denim designs have been inspired by the rise in denim trends from low-rise to high-waisted, and vintage-washed to cargos.

From 30 September, the pop-up will also offer customers the opportunity to swap any pair of old jeans for a new pair of BDG Logan or Jaya, for free.

The old denim, once received by the shop, will be recycled in various ways:

Reused - Jeans that are ready for second life will be resold through Urban Renewal, Urban Outfitters’ vintage department.
Reworked - If the denim needs some love, Urban Outfitters will repair and redesign to resell through Urban Renewal.
Recycled - Urban Outfitters has partnered with Upcycle Labs to recycle the product back into denim homewear pieces.

Malika Zagzoule, Fashion Director at Urban Outfitters, said: "Denim is coming through as a key item for AW23. We saw a rise in desirability through spring summer with iconic 90s styles and brands worn by Gen Z which has led to being the driving force behind this trend.

"Our designers have worked to spotlight our unique take on the key trends for AW23 to ensure we stand out from other retailers. Our jeans and denim are rich with design and we want to spotlight our offering with the BDG Jeans pop-up."