Campaign Overview
Traid’s ‘Closet Clear-Out Challenge’ has exceeded all expectations, thanks to overwhelming support from celebrities and the public. This success has paved the way for the launch of the highly anticipated ‘Traid Treasures’ auction, set to go live this week.
Celebrating 25 Years of Fashion Charity
As London’s leading fashion charity, Traid is celebrating its 25th anniversary in style. This September, the organisation kicked off its largest campaign to date—the ‘Closet Clear-Out Challenge.’ Supported by an impressive list of celebrities, including Sophie Ellis-Bextor, Erin O’Connor, Sharon Horgan, Laura Bailey, Caryn Franklin MBE, Michelle Dockery, Gilles Peterson, Patrick Grant, and Jim (aka Vic Reeves) and Nancy Moir, the campaign rapidly gained momentum.
Exceeding Donation Goals
The campaign aimed to collect 250,000 garment donations during September, a target that was not only met but exceeded. By the end of the month, nearly 300,000 items of clothing had been donated. These donations, weighing 92,480kg, are now in circulation to be resold and worn again. In environmental terms, this achievement is equivalent to saving 786 tonnes of CO2 emissions—similar to taking 596 cars off the road for a year—and conserving 147,968 cubic metres of water, enough to supply drinking water for over 202,000 people for an entire year.
Impact on Global Projects
Proceeds from the sale of these donations will fund vital global projects, aimed at supporting garment workers, their families, and their communities, fostering positive change within the fashion industry. The ‘Closet Clear-Out Challenge’ highlighted the power of individual action, demonstrating that even something as simple as cleaning out a wardrobe can have a meaningful impact on lives around the world.
Launch of Traid Treasures Auction
From Thursday, 10th October, the donated garments will be available for purchase across all twelve Traid stores in London, alongside curated collections of ‘Traid Treasures.’ Key celebrity donations will also be up for grabs in an exclusive online silent auction.
Fans of high fashion are in for a treat, as the auction will feature items from luxury brands such as Dior, Prada, Vivienne Westwood, and Christian Louboutin, donated by the campaign’s celebrity supporters. Shoppers will have the chance to bid on their favourite celebrity items, as well as explore a range of designer pieces and everyday essentials available in-store. The auction will be accessible via interactive QR codes in all Traid stores, through their website at traid.org.uk, and on social media. Bidding will conclude at the end of the month, giving everyone an opportunity to participate.
Exciting Shopping Experience
From bargains to high-end fashion, this campaign is set to excite shoppers of all kinds. Whether you’re a seasoned thrift enthusiast or new to the world of second-hand fashion, the thrill of discovering hidden treasures comes with the added benefit of reducing your fashion footprint.
Why Is This Campaign So Important?
In a world where fast fashion contributes to massive waste, Traid continues to challenge the industry’s unsustainable practices. Every second, the equivalent of a truckload of textiles is either buried or burned. Shockingly, 30% of the UK’s unwanted clothing ends up in landfill, amounting to around one billion garments annually—worth an estimated £140 million. This waste is unsustainable, and Traid’s ‘Closet Clear-Out Challenge’ is leading the charge in promoting second-hand fashion as a sustainable alternative that looks good, feels good, and does good.
The Future of Second-Hand Fashion
The global second-hand market is projected to grow nine times faster than the broader retail clothing sector by 2027. As a charity committed to transforming the fashion industry, Traid has long been a pioneer in advocating for second-hand fashion. The organisation firmly believes that with enough clothes already on the planet to dress the next six generations, second-hand should be the first choice. Since its founding, Traid has returned over 233.5 million garments to use, reduced carbon emissions by 637,648 tonnes, saved 108.2 million cubic metres of water, and helped at least 700,000 garment workers and their communities.
Closing Statement
I’m incredibly proud of this campaign and deeply grateful to everyone who participated,” said a spokesperson for Traid. Thanks to the donation of more than 250,000 garments, these generous contributions will significantly benefit the individuals and initiatives we champion. Your generosity will help us continue to push for a fairer fashion industry. We can’t wait for you to shop in-store and enjoy the treasures we’ve received from this challenge, starting 10th October.
