Old Khaki And The Street Store Partner For Awareness On Fashion Sustainability

The fashion industry's carbon footprint is increasingly under the spotlight. In 2024, the industry was responsible for 1.2 billion tons of greenhouse gasses, and this number is expected to rise 50% by 2030, Old Khaki and The Street Store say. 

The Street Store has clothed over one million people cumulatively. It has evolved into an action driver in raising awareness about the environmental impact of fashion and waste while promoting circular economies and fostering a culture of mindful giving and sustainable fashion, the duo adds.

The Street Store, an initiative of The Up&Up Group, is an open-source movement that enables people all around the world to add to the 1100+ Street Stores and counting. The collaboration with Old Khaki represents another evolution, where partnering with brands can unlock even more potential in terms of reach, awareness and, importantly, behaviour change, the duo says.

As a South African brand Old Khaki is familiar with the socio-economic conditions of many disadvantaged communities. Old Khaki's passion is to create garments for its customers, while being mindful of the environmental impact of fashion. With these two factors in mind, Old Khaki says the aim is to inspire other brands and encourage its customers to either get involved in this initiative or start their own collection drives within their communities. 

The initiative involves Old Khaki setting up special Street Store clothing rails in their stores, inviting their customers to donate their pre-loved clothes at selected Old Khaki outlets. Old Khaki customers have until Monday, 31 March to donate their clothes in-store, after which all donations will make their way to The Up&Up Group's campuses in Cape Town and Johannesburg. Here they will populate actual Street Stores running concurrently on Saturday, 12 April in Cape Town and Johannesburg, the duo says.

Old Khaki says that it will be donating a portion of its own merchandise towards the Street Stores, while a partnership with Unilever will also see packages including toiletries being made available for those attending the Street Stores and choosing their clothes.

Nival Maharaj, Street Store spokesperson at The Up&Up Group, says the partnership is designed to encourage people to think differently about fashion.

"It encourages us all to be conscious of our own behaviours and how we can give back to society by playing a part in the circular economy. Thousands of tonnes of good, no-longer worn clothes end up in landfills every year. Instead, through circular economies, those clothes could be transformative. A preloved but now unworn suit packed in the back of your cupboard could be a job interview for someone else, those old pair of sneakers you don’t wear could be someone’s first marathon, or that dress you wore once could be a matric girl's dream come true," Maharaj adds.

Odile Hufkie, Head of Marketing at Old Khaki, says, "It is important for us to partner with an initiative that seeks to make lasting change. The installations at our stores encourage all of us to be mindful about our own behaviours as well as the environment and those in need. It is an important step in getting people to think differently about how last season’s fashion can make a real difference in people’s lives."

The duo says that the 'Last season is so this season' initiative to collect pre-loved clothes runs until Monday, 31 March at the following Old Khaki stores in Gauteng and Western Cape: 

• Clearwater
• Eastgate
• Fourways
• Mall of Africa
• Menlyn Park
• Blue Route
• Canal Walk
• Somerset West
• Table Bay, and
• Tygervalley.

"All interested individuals have to do is look through cupboards and take clothes no longer needed to the Old Khaki participating store, and hang it on the rail or drop it in the box, knowing it will soon be available for someone in need at a Street Store. This is your first step in partaking in the circular economy," Hufkie concludes. 

For more information, visit www.oldkhaki.co.za. You can also follow Old Khaki on Facebook, X, or on Instagram.

*Image courtesy of contributor