Westfield Stratford to launch The Drop streetwear hire pop-up

A revolutionary streetwear rental pop-up is set to open on 6 December at Westfield Stratford City for 11 days.

Aptly named The Drop, visitors will be able to hire luxury streetwear from brands including Nike, Fiorucci, Champion, Alpha Industries, Stone Island, CP Company, Wood Wood, Trapstar, Norse Projects and Maharishi.

All proceeds from the store will be going to Save the Children’s Big Up Uganda initiative led by Adwoa Aboah. The collection has been curated by renowned celebrity stylist, Alizé Demange, who has hand-picked the nation’s ultimate streetwear items.

The idea came about following the success of the first physical pop up at Westfield London last year, ‘Style Trial’, which enabled shoppers to hire occasion wear for the Christmas party season.

Unibail-Rodamco-Westfield (URW) identified the rise in popularity of luxury streetwear and decided to bring back the rental store concept in 2018. The brands were open to donating items based on the innovative approach to retail, and also with the proceeds from the store being donated to Save the Children.

The athleisure industry currently has an estimated worth of €263bn and is on the rise. The new revolutionary rental collection offers an effortless, cost-effective way to keep up to speed with the latest athleisure trends or access to one-off designer items that would normally be out of reach.

A study by URW showed that almost 60% of 16-34 year-olds are interested in renting special edition streetwear items, and two in five Brits have queued outside a store or waited for a drop online when purchasing them.

Trainers are the most popular hyped items, followed by outerwear and bags. On average, 16-34 year olds would apparently be willing to pay £66 to rent their dream fashion item for a week, and their biggest motivation to rent clothing is to save money, although 14% say the most important reason is sustainability.

The initiative will help provide children with access to psycho-social support, training teachers and equipping schools, building child-friendly spaces, supporting women and girls and building support networks for families within refugee camps in Uganda.

There will be individual “drops” released throughout the pop-up, ending on 16 December.