Marking the 5th anniversary of Plan A, M&S boss Marc Bolland opened Shwop this morning - a pop-up in London’s East End that aims to kickstart a new “Shwopping” initiative.
“10,000 garments are sent to landfill every five minutes” and something needs to be done about it - was the underlying message of Shwop, a pop-up shop that opened on London’s Brick Lane this morning. The store, which will have a 2-week life, aims to encourge responsible shopping with a ‘buy one return one’ programme in which used garments will be donated in M&S stores while a new purchase is made. The scheme is part of Marks & Spencer’s Plan A and the opening coincides with its fifth anniversary, today. Visitors to Shwop will be encouraged to donate garments that will be resued, or recyled by Oxfam, M&S’ partner for the programme.
The pop-up Shwop has been set up in collaboration with the London College of Fashion and among other things, features 10,000 used denims arranged across the front of the building that houses it. There are “Shwop” bins in every M&S store from this morning and a campaign featuring M&S’ newly-appointed eco-ambassador,Joanna Lumley, launches on TV this evening.
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