- The fashion forward brands' unveil a collection of reworked
outerwear, accessories and homeware using pre-loved, donated
footwear
- 57 one-off handmade items will be exclusively available to buy
in schuh's flagship Oxford Circus store
- 100% of profits made from each sale will go directly
to schuh's Sustainability charity partner, World Land Trust,
an international conservation charity that protects the world's
most biologically significant and threatened habitats.
LONDON, April 17,
2024 /PRNewswire/ -- Leading fashion footwear
retailer schuh and London-based vintage and reworked clothing
brand Vintage Threads have joined forces to unveil a unique
collaboration. Launching on the 15th April, the
limited-edition schuh x VT Rework collection has been crafted using
pre-loved footwear, embodying both of the brands' ongoing efforts
to create a more circular fashion industry.
According to Drapers' Gen Z and Millennial Report (2023), 68% of
Gen Z and millennial respondents have purchased pre-loved or
second-hand fashion items at some point - and with the hashtag
"vintage" gaining 28.7bn views on Gen Z's favourite app, TikTok,
vintage and second-hand shopping has never been more important to
consumers.
Stephanie Legg, Chief
Marketing Officer at schuh comments; "Celebrating an exciting
new milestone on schuh's journey towards creating a more circular
economy, this partnership with Vintage Threads underscores our
ongoing commitment to social responsibility. As we expand our
responsible product offering, we are continuing to meet the demands
of our conscious consumers, while helping them to make more
sustainable fashion choices - and through charitable donations to
World Land Trust, we're not only funding the future but actively
protecting it."
Founded in 2016, Vintage Threads is one of Europe's leading premium curated vintage and
reworked clothing retailers, with stores in Covent Garden, Soho and
Selfridge's. Driven by the brand's zero waste mission, and a
passion for rescuing clothes from being sent to landfill, Vintage
Threads founded its VT Rework department in 2019 to give vintage
clothes a new life through its unique one-of-one reworked
collections. With celebrities such as Ariana Grande and Emma
Chamberlain amongst VT Rework customers, the brand has
established themselves as industry leaders in the space.
Freddie Rose, Co-Founder of
Vintage Threads comments; "Crafted with purpose, this
collaboration between schuh and Vintage Threads is a partnership
where authenticity thrives and our conscious brand values align
seamlessly. As a small business, we're delighted to be making
direct contributions to World Land Trust with the help of schuh,
and we're excited to launch our latest capsule of VT Rework
pieces.
By upcycling footwear that has been donated to schuh's Sell Your
Soles take-back initiative, the collection aims to breathe new life
into pre-loved footwear by creating 57 one-off items spanning
outerwear, accessories, and homeware - all handmade in the VT
Rework studio using footwear from globally recognised brands such
as New Balance and Nike.
Launched in October 2019,
schuh's Sell Your Soles scheme allows customers to donate
their unwanted pairs of shoes to schuh stores, regardless of where
they were initially purchased, and irrespective of its condition.
The Sell Your Soles initiative is a partnership between schuh and
textile reuse experts, Recyclatex. The scheme runs in all 122 schuh
stores across the UK and Ireland
and for every tonne of shoes collected, Recyclatex donate a sum of
money to schuh. The money made from our partnership with Recyclatex
is then donated to our sustainability charity of choice; World Land
Trust.
schuh has donated 217 tonnes (Nov 19 -
Nov 23) of end-of-life footwear to Recyclatex which in turn
has allowed the World Land Trust to plant over 23,717 trees
(Nov 19 - Nov 23) via their Plant a
Tree programme.
Rooted in the ethos of sustainability and innovation, and with a
commitment to utilising existing materials - rather than
manufacturing new ones - the collection draws inspiration from the
vibrant street style of London.
From denim vests, to leather biker jackets, puffer bomber jackets
and cross-body bags, each piece tells its own story of reinvention
and revival.
Each piece in the schuh x VT Rework collection is meticulously
crafted by Vintage Threads' in-house Rework design team, who
skilfully dissect the pre-loved footwear to reimagine them into
unique, trend-led items. This unconventional design process can
take up to 7 hours per piece, depending on its complexity.
Each purchase from the collection will contribute to a
meaningful cause; all profits will be donated to World Land Trust,
further strengthening schuh's commitment to creating a more
circular economy, and will directly contribute to World Land
Trust's vital conservation efforts.
Daniel Bradbury, Director of
Brand Communications at World Land Trust comments; "We are
thrilled to receive support from this collaboration between schuh
and Vintage Threads. The donations we receive signify more than
just financial contributions, they symbolise a collective
commitment to environmental preservation. By supporting this
collaboration, consumers are contributing to the restoration and
protection of our natural ecosystems."
Exclusively available at schuh's flagship Oxford Circus store,
the collection will be presented in its own pop-up cube, designed
with sustainable and recycled materials to bring to life the
collection. Customers can immerse themselves in a
gallery-like setting, complete with digital screens to showcase the
journey of the design process, from its origins to its reimagined
state.
schuh believes in preserving the environment for current and
future generations. At schuh, this means; conserving energy,
minimising waste, sourcing sustainable goods and services wherever
possible and encouraging reuse and recycling.
schuh's Sell Your Soles initiative was launched in an effort to
create a more circular economy, and this collection with Vintage
Threads further cements schuh's commitment to minimising waste and
funding the future with charitable donations to fuel further
change.
Prices range from £110 - £360 and will be exclusively available
at schuh's flagship Oxford Circus store from 15th
April.
About schuh
schuh is one of the leading fashion footwear
retailers with over 120 stores in the UK, Ireland and online, selling over 80 of the
hottest brands alongside their own label collection.
The stores offer a unique shopping experience, known for their
distinctive in-store atmosphere and excellent customer service. The
website delivers a seamless multi-channel experience with
best-in-class shipping, free delivery to store in as little as 20
minutes and an always-on 1-year return period.
Across its adult and kids ranges schuh offers an extensive range
of products with access to the best brands and the latest
styles.
schuh is super passionate about shoes, but also the people
wearing them – teams, customers and the wider community. Fostering
Diverse Talent, Mental Wellness and Sustainability are purpose
pillars that schuh live by. To find out more about schuh's purpose,
please click here.
www.schuh.co.uk
About Vintage Threads
Vintage Threads is one of the UK's leading premium curated
vintage and reworked clothing retailers with stores in Covent
Garden and Soho as well as a long-term partner of Selfridges with a
concession on the third floor Designer Studio. Our mission is to
bring about real change to the fashion industry by providing an
accessible, stylish and varied alternative to fast fashion.
Driven by our zero waste mission and our passion for rescuing
clothes from being sent to landfill, we founded our VT Rework
department in 2019 to give clothes a new life through our unique
one-of-one reworked collections. With celebrities such as
Ariana Grande and Emma Chamberlain amongst our VT Rework
customers, we have established ourselves as industry leaders in
this space, so if you have an old designer piece that no longer
fits or just doesn't suit your style anymore, bring it down to the
Stock Market, where our team can help give your item your item a
new life.
www.vintage-threads.com
About World Land Trust
World Land Trust (WLT) protects the world's most biologically
significant and threatened habitats acre by acre. Through a network
of partner organisations around the world, WLT funds the creation
of reserves and provides permanent protection for habitats and
wildlife. Partnerships are developed with established and highly
respected local organisations who engage commitment among the local
community. WLT also works to raise awareness, in the UK and
elsewhere, of the need for conservation, to improve understanding
and generate support through information and fundraising.
www.worldlandtrust.org/who-we-are-2/
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