Primark is partnering with circular clothing company Verte to introduce its innovative ‘Swap Shop’ concept, offering customers a chance to exchange pre-loved and vintage clothing. Starting September 13, 2024, the first pop-up event will take place at Primark’s Westfield Stratford store in London, coinciding with London Fashion Week. The swap shop will operate from September 13-15, followed by events at Manchester Market Street from September 16-17 and Birmingham High Street from October 16-17.

The initiative allows customers to bring up to five items of adult clothing, including womenswear, menswear, and accessories, to be assessed and swapped for digital tokens via the Verte app. This new venture supports Primark’s commitment to extending the life of clothing and engaging with environmentally-conscious fashion enthusiasts.