Building covered in old clothes

The Guardian's Deborah Orr is probably right that the Marks and Spencer "shwopping" initiative is "an ugly word for a dubious enterprise", but I am rather taken with this promotion for the program. M&S is encouraging shoppers to "shwop" -- swap their old clothes for discount vouchers when they buy new clothes at M&S, with the old clothes going to charity -- and to promote the affair, they covered this large Truman Brewery warehouse building off Brick Lane with used clothes, to great effect.



  1. Elder Beerman has a similar effort here in the US. You bring in clothes for Goodwill and get a coupon for 15% or so off of everything you buy. It’s a nice coupon if there was something there you wanted to buy and you would donate anyways. I say skip the middleman and go straight to shopping at the thrift store!

  2. I had a look at the “Shwopping” website. Took a little while to find the info but you don’t actually get any discount for bringing in clothes. You get entered into a draw to win a voucher.

    I’ll stick to bringing my old clothes to a local recycling drop off point like I’ve been doing for about 15 years.

  3. Is the throwing away of clothes that much of a problem? I can’t think of anyone who throws clothes in the bin after they’ve served their purpose (well, maybe socks. And underwear…) Everyone I know chucks them in the recycling or gives them to charity shops, school jumble sales etc.


    As an aside, that Trumans Brewery is a great building, kind of fell for the place visiting the Body Worlds exhibition a decade ago.

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