Blog: Jane Shepherdson takes Oxfam upmarket

Joe Ayling | 8 May 2008

UK charity Oxfam is adding to its portfolio of second hand shops on the high street with the launch of Oxfam Boutiques - a move sure to pull on both purse strings and heart strings.

The initiative, guided by ex-Topshop brand director Jane Shepherdson, starts with the opening of its first boutique on Saturday (10 April) in Westbourne Grove, London. Two more London boutiques will follow, in Shawfield St, Chelsea and Chiswick High Road.

Oxfam will immediately sell seven reworked pieces by up-and-coming sustainable fashion designers, through a live auction on Ebay starting today and lasting ten days.

The charity's boutiques will sell a mixture of high quality donated items, Fair Trade Fashion, designer donations, home-made accessories and organic labels, Oxfam says.

It could be a pioneering move by the charity, which already has a reputation for selling retro and trendy second-hand clothing.

Furthermore, by taking the lead in sustainable fashion, Oxfam could help bridge the monumental gap between fast fashion and garment recycling at large in the UK.

Shepherdson, who earlier in the year struck a deal with Baugur to purchase fashion brand Whistles, is widely credited with having revolutionised buoyant UK high street chain Topshop during her time there.

She says: "These boutiques are all about creating a great shopping experience. Oxfam has always been a place where stylish people hunt for interesting items to create their look, the boutiques are set to make that even easier."

By Joe Ayling, news editor.

The Oxfam Boutique's online store


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