Unibail-Rodamco-Westfield, in partnership with celebrity stylist Alizé Demange, is launching the UK’s first streetwear rental pop-up The Drop with all proceeds going to Save the Children’s Big Up Uganda initiative led by Save the Children ambassador Adwoa Aboah and photographer and filmmaker Felix Cooper. For the first time this Christmas, shoppers will be able to hire fashion’s most coveted athleisure garments and accessories from a range of over 100 must-have items including Coach, Homage, WWW, House of Holland, Mains, Maharishi, Oh Hey Girl, Marques Almeida to Axel Arigato, Nike, Dirty South, MISBHV, D’Trois, Alpha Industries and Fiorucci.
Celebrity stylist Alizé Demange has hand-selected the coveted street and athleisure pieces which will be available to hire from The Drop, with selects including womenswear, menswear and unisex items. The Drop is open at East London fashion destination, Westfield Stratford City, from Thursday 6th to Sunday 9th December, and from Thursday 13th to Sunday 16th December.
The must-have items will be made available across a series of drops throughout the course of the Christmas opening. Highlights from the collection include:
- A Maharishi Tiger Style Tour Jacket (worth £750) and a Panzer 761st Hooded MA-1 Jacket (worth £550). One of Alizé’s personal favourite brands in streetwear, Maharishi was founded in 1994 by Hardy Blechman. The brand prides itself on long lasting, high quality utilitarian clothing.
- An iconic Coach Duffle Bag crafted in pebble leather and in homage to a 1971 silhouette from the archive, it has been with chunky hardware and a fringe zipper pull.
- A Dirty South Black Puffer Jacket (worth £210). Dirty South has been seen on the likes of Off-set (Migos) and was created by designer Nikolina Tomic.
- MISHBHV AW18 Monogram Denim Jacket and Jeans (worth £325 and £315 respectively). Founded by Natalia Maczek and Thomas Wirski, the brand champions streetwear aesthetic.
- A hand-painted Ryan Hawaii Cash for Ideas Denim Jacket (worth £200).
- Oh Hey Girl, Green Multi Pocket Jacket and Track Pants. Founded by Jade Douse and Symone Mills, the brand offers East Asian inspired street style pieces for the empowered woman (worth £160).
Celebrity stylist at Alizé Demange said: “Westfield is the place I spent a lot of my teenage years: shopping and developing my own style, which is enmeshed in streetwear. Through this collaboration, I have been able to showcase some incredible up-and-coming streetwear brands as well as some of the most iconic brands in streetwear culture. It has been an honour to be able to curate this collection and make some of the coolest pieces available to the public via the concept store The Drop. In a time when being conscious of sustainability in the fashion industry and as human beings is so important, I love the idea of renting clothes and being able to try different looks and styles without heavy investment, and all while supporting a worthwhile cause.”
Save the Children’s Big Up Uganda Ambassador Adwoa Aboah commented: “I’m extremely proud to be an Ambassador for Save the Children’s Big Up Uganda initiative providing children with access to psycho-social support, training teachers and equipping schools, building child-friendly spaces, supporting women and girls and building support networks for families within refugee camps in Uganda. I urge you to go and hire these amazing pieces in new concept store The Drop to help us raise vital funds for Save the Children.
The athleisure industry currently has an estimated worth of €263bn* and rising, while the potential rental retail economy is estimated to be worth close to £1 billion across the UK**. The concept of The Drop follows on from the success of last year’s ‘Style Trial’ – the UK’s first-ever rental pop-up launched at Westfield London. The new revolutionary rental collection offers an effortless, cost-effective way to keep up to speed with the latest athleisure trends or access to one-off designer items that would normally be out of reach.
A study by Unibail-Rodamco-Westfield showed that almost 60% of 16-34 year olds are interested in renting special edition streetwear items, and 2 in 5 Brits have queued outside a store or waited for a drop online when purchasing them. Trainers are the most popular hyped items, followed by outerwear and bags. On average, 16-34 year olds would be willing to pay £66 to rent their dream fashion item for a week and their biggest motivation to rent clothing is to save money, although 14% say the most important reason is sustainability.
All profits from the pop-up will go towards Save the Children’s Big Up Uganda initiative led by Ambassador Adwoa Aboah and her best friend, Felix Cooper. The initiative will help provide children with access to psycho-social support, training teachers and equipping schools, building child-friendly spaces, supporting women and girls and building support networks for families within refugee camps in Uganda.
Visitors can visit The Drop at Westfield Stratford City from Thursday 6th December until Sunday 16th December.