British fashion brand House of Holland is trialing a ‘Swap Shop’ in a store in East London, through which customers can return their unwanted products in exchange for a £5 credit token.

The company also invites people to fetch in other unwanted clothes in the hope that shoppers can exchange apparel with other like-minded people.

From 6-10 November, customers are invited to 14 Hanbury Street from which it will trial the Swap Shop idea. “It’s part of our ongoing mission to increase the life span of garments and reduce our contribution to fashion-related waste as much as possible,” said the brand in a statement.

With this in mind, and sustainability creeping into the public’s conscience, House of Holland hopes to create a temporary hub that encourages the return and trading of unwanted apparel. For House of Holland products, shoppers are entitled to a £5 token that’s redeemable on other branded stock.

Alternatively, shoppers can bring along apparel that they’re able to exchange with other individuals in the shop; this, in the name of promoting circularity.

“We’re looking at how to introduce more circular and sustainable practices across the business at every level and that includes at our clearance sales,” House of Holland’s creative director Henry Holland has said. “I make pieces that I want to bring joy and to be loved and treasured so why not offer that piece another chance to bring joy to another life, another wardrobe.”

Courtesy: Eco Textile News