Primark to launch swap shop initiative with Verte

Primark is set to launch its first ever swap shop initiative for customers to exchange pre-loved and vintage clothing in store in celebration of London Fashion Week. 

Created in partnership with circular clothing company Verte, the limited pop-ups will launch this month in select Primark stores across the UK including London, Manchester and Birmingham. 

The first Primark swap shop event will kick off on 13 September in Westfield Stratford London and will run for three days. 

The new initiative will allow swappers to bring up to five items of adult clothing, bags, hats, or scarves of any brand in good condition, to be assessed and swapped for digital tokens on the Verte app. 

The digital tokens can then be used to purchase a pre-loved item of clothing from Verte’s collection. Any un-swapped clothes will be kept for the next swap shop event, donated to local charities in the area or placed in Primark’s textile donation boxes. 

The initiative forms part of Primark’s ongoing commitment to make pre-loved fashion more accessible and to encourage customers to love their clothing for longer. 

Lynne Walker, director of Primark Cares, said: “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 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.” 

Jessica Brunt, founder of Verte, added: “We’re really excited to be partnering with Primark on this swap shop initiative because they are passionate about driving in-store experiences, not only in London but across the UK.

“Swapping is a great way to access pre-loved in an affordable and inclusive way and the more people who are exposed to the idea, the better it is for the planet and for the future of shopping.”