London-based vintage and reworked clothing retailer, Vintage Threads, have entered a long-term partnership with Selfridges with the aim of driving real change in the fashion industry. The partnership, which features a number of key activations as well as a permanent Vintage Threads concession store the Selfridges London Designer Studio, forms part of Selfridges’ Project Earth mission.
As a key feature in the Selfridges ‘Stock Exchange’ activation in the ground floor Cornershop, Vintage Threads are running their own trading desk where you can buy exclusive archive items, sell your own vintage pieces and create your own reworked pieces using the ‘VT Rework – Bespoke’ service.
“We truly believe that there are already enough clothes in the world to keep us looking great and feeling comfortable with many generations to come. Vintage Threads is all about using what we have already in the world, whether that be our curated vintage collections that showcase the best in affordable vintage fashion or our VT Rework team that give un-loved or damaged original vintage materials a whole new life. We all need to be doing more to tackle the landfill epidemic and reducing the basic demand for production in the industry is a key component of this.”
Freddie Rose, Co-Founder and Owner of Vintage Threads
London based content creator and sustainable fashion advocate, Magda recently joined forces with the partnership to showcase the journey of creating the perfect reworked piece for her summer wardrobe. The hero content follows the process from Magda discussing her vision for the piece to the final execution and styling, perfectly celebrating the sustainable practices that can help maximise our wardrobes.
In 2019, Vintage Threads founded the VT Rework brand to help drive the business further towards its zero-waste mission. VT Rework uses damaged or unloved original vintage materials to create unique, one-of-a-kind pieces for customers out of Vintage Threads’ East London studio. VT Rework has rapidly become a huge hit with customers around the world including Ariana Grande, Emma Chamberlain and ASAP Nast, and it’s been revolutionary to see the response to the service from customers across Selfridges stores and Seven Dials.
VT Rework isn’t just an exciting way to upcycle pieces of damaged or unloved materials. It’s also a genuine solution to landfill epidemic that creates the perfect sustainable way to rescue clothing from landfill, a topic that is vastly on the rise in the fashion industry and has made way for a new trendsetting way of dressing. To date, Vintage Threads have recycled up to 10,000 items of clothing, reducing not only landfill but also millions of litres of water that it takes to produce a single cotton t-shirt.
