In a notable collaboration aimed at promoting sustainable fashion and community support, the Sloane Stanley Estate has announced the opening of a new pop-up shop by Verte and Round Retail at 340 King’s Road. This initiative seeks to aid the local mental health charity, SMART (St Mary Abotts Rehabilitation and Training), through a creative merging of fashion and philanthropy.
The venture between Verte, known for its advocacy of swapping pre-loved fashion, and Round Retail, which focuses on bridging the gap between fashion resale and charitable initiatives, introduces a two-week shopping event. Here, customers have the opportunity to buy or exchange pre-loved items from notable mid-luxury brands such as Whistles, Acne Studios, Rixo, and Toast. The pop-up is designed to encourage a celebration of the existing fashion ecosystem, promoting a sustainable and circular fashion model.
Positioned in the lively area of Chelsea, the 1,178 sq ft space will host a variety of events aimed at enhancing community involvement and promoting sustainable living. These activities range from crochet and Galentine’s beading workshops to offering complimentary repair services with The Seam, all contributing to the fundraising efforts for SMART. This organization is committed to supporting individuals with mental health issues by facilitating paid employment opportunities in community businesses.
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Hannah Grievson, Property Director at the Sloane Stanley Estate, remarked on the initiative, emphasizing the estate’s dedication to offering flexible and innovative retail spaces. “Our on-demand pop-up leasing strategy… enables us to be adaptive and forward-thinking… This pop-up will provide our local catchment with the ability to shop and swap their fashion favourites, all while supporting an amazing charity,” Grievson commented.
Jessica Brunt, Founder of Verte, highlighted the significance of the King’s Road location, noting the privilege of trading there to support SMART. “We are on a mission to encourage shoppers to be more sustainable while bringing people together through their love of fashion,” Brunt said.
Annie Hought, Founder at Round Retail, also expressed her enthusiasm for the collaboration and the support from the Sloane Stanley team. “Accessibility is a key part of making sustainable shopping front-of-mind, and we look forward to encouraging more people to adopt a more circular approach,” Hought added.
The announcement of this pop-up follows the news that Chinti & Parker has opened its first permanent store on King’s Road, further enriching the Sloane Stanley Estate’s retail landscape. The collaboration between Verte and Round Retail was direct, with Miles Commercial and Levy Real Estate representing the Sloane Stanley Estate.