SHAFTESBURY : ANNOUNCES THE OPENING OF DIGITAL WARDROBE APP WHERING’S FIRST POP-UP IN CARNABY

Shaftesbury announces the opening of the first ever Whering pop-up located at 5 Upper James Street. The 927 sq ft store will open today 8th September.

Samantha Bain-Mollison, Retail Director at Shaftesbury says: 'We are delighted to support Whering with their pop-up space for this brilliant concept. Shaftesbury is passionate about encouraging sustainability values and experiences for the Carnaby consumer and we are excited to see the Whering vision come to life'.

WHERING, the digital wardrobe app taking the fashion industry by storm celebrates sustainability and style this September in their first physical pop-up, aptly situated in London's heart, Soho. The brand's initial foray into the pop-up world will operate as a reflection of their core ethos, a space for education, collaboration and of course style. As always, a focus on sustainability and climate conscious consumerism will also be at the forefront, signalled first by the pop-up's celebration of 'Second-hand September'.

The Whering space will house collaborations with many of their 'Caring Partners' - a new function on the app that launched earlier this month, allowing customers to not only expand their wardrobe but more importantly learn how to extend the life of their favourite pieces. Partners such as Kair and Sojo, which will include a drop-off point for customers to book repairs in store, make garment cleaning and alteration fast, easy, and green. To promote normalising rental as a greener way of experimenting with fashion, colourful Hirestreet pieces will be available to rent directly in store for the entire duration of the pop up.

Alongside some of Whering's original 'Caring Partners' this pop-up will see the introduction of a wide array of new creators from Scene By Chloe with her penchant for finding truly hidden gems in the world of furnishings to Sooki Sooki Vintage and her collection of re-loved classics that celebrate the vibrancy and boldness of her personal style.

The pop-up space will also host a range of events throughout its opening to help celebrate, educate, and re-evaluate consumers' relationship with fashion and climate. From intimate supper clubs, panel talks and DIY workshops with some of the industry's leading voices within sustainability. Lastly, in celebration of one of Whering's most iconic inspirations, the pop-up will host a screening of the legendary 1995 cult classic 'Clueless'.

Bianca Rangecroft, Founder & CEO of Whering

Whering is about promoting a culture of caring for your clothes - and what better way than to bring to life all the components of a green closet: care, use, rent & buy pre-loved. We want to offer an alternative to one-off, throw-away purchases, whilst still getting that newness fix without creating unnecessary waste. Our ethos is all about making way for a new generation of closets and empowering our community to think about longevity and making the most of what they own.

At the heart of this pop-up is the relationship between Whering and its 'Caring Partners', a celebration of diverse and varied people coming together to create something that tries to better the world. With the opportunity to buy, rent, alter, clean and style your wardrobe in a climate conscious way all in one space, Whering attempts to show how easy and affordable thinking green can be. A true celebration of style and substance.

Whering pop-up:

8th of September - 29th of September

Address:

5 Upper John Street,

London, W1F 9DG

Opening hours: 9-7pm (including weekends)

www.whering.co.uk

Joint agents Hanover Green Retail, Nash Bond and Cushman & Wakfield acted on behalf of Shaftesbury.

For more information please contact Sister London: [e-mail] / 020 7287 9601