Primark is launching its first Swap Shop initiative for customers to exchange pre-loved and vintage clothing in its stores.
The high street retailer has teamed up with circular clothing company Verte to put on a limited run of pop-ups this month in select stores in London, Manchester and Birmingham.
Customers will be able to bring up to five items of adult clothing, bags, hats or scarves in good condition to be swapped for digital tokens on the Verte app, which can then be redeemed against other pre-loved clothing.
Primark said any un-swapped clothes will be kept for the next event, donated to local charities in the area or placed in its in-store clothing donation boxes.
The first Swap Shop event will coincide with the city-wide London Fashion Week celebrations and will be located in Primark’s Westfield Stratford City store from Friday 13 September to Sunday 15 September.
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It will then move to the retailer’s Manchester Market Street store on 16 and 17 Sepetember, before arriving in Birmingham High Street on 16 and 17 October.
The retailer’s director of Primark Cares Lynne Walker said: “We truly believe in helping people to love their clothes for longer and our latest partnership with Verte allows us to do just that.
“Welcoming Verte into our stores will help us to better engage with a community of like-minded fashion lovers who really care about where their clothes will go to next.
“We hope our pop-ups will encourage more people to participate in the growing circular fashion economy and with an opportunity to do so in their local Primark store.
“We’ve all got clothes in our wardrobe we keep meaning to wear but never get around to, so we’re excited to see Verte give new life to the clothing swapped by our customers and colleagues.”
It forms part of Primark’s commitment to make pre-loved fashion more accessible, and joins the retailer’s Wornwell concessions, which is in partnershipVintage Wholesale Company and is in 10 of its UK stores.
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