Leading fashion footwear retailer schuh and London-based vintage and reworked clothing brand Vintage Threads have joined forces to unveil a unique collaboration. Launching on the 15th April, the limited-edition schuh x VT Rework collection has been crafted using pre-loved footwear, embodying both of the brands’ ongoing efforts to create a more circular fashion industry.
According to Drapers’ Gen Z and Millennial Report (2023), 68% of Gen Z and millennial respondents have purchased pre-loved or second-hand fashion items at some point – and with the hashtag “vintage” gaining 28.7bn views on Gen Z’s favourite app, TikTok, vintage and second-hand shopping has never been more important to consumers.
Stephanie Legg, Chief Marketing Officer at schuh comments; “Celebrating an exciting new milestone on schuh’s journey towards creating a more circular economy, this partnership with Vintage Threads underscores our ongoing commitment to social responsibility. As we expand our responsible product offering, we are continuing to meet the demands of our conscious consumers, while helping them to make more sustainable fashion choices – and through charitable donations to World Land Trust, we’re not only funding the future but actively protecting it.”
Founded in 2016, Vintage Threads is one of Europe’s leading premium curated vintage and reworked clothing retailers, with stores in Covent Garden, Soho and Selfridge’s. Driven by the brand’s zero waste mission, and a passion for rescuing clothes from being sent to landfill, Vintage Threads founded its VT Rework department in 2019 to give vintage clothes a new life through its unique one-of-one reworked collections. With celebrities such as Ariana Grande and Emma Chamberlain amongst VT Rework customers, the brand has established themselves as industry leaders in the space.
Freddie Rose, Co-Founder of Vintage Threads comments; “Crafted with purpose, this collaboration between schuh and Vintage Threads is a partnership where authenticity thrives and our conscious brand values align seamlessly. As a small business, we’re delighted to be making direct contributions to World Land Trust with the help of schuh, and we’re excited to launch our latest capsule of VT Rework pieces.
By upcycling footwear that has been donated to schuh’s Sell Your Soles take-back initiative, the collection aims to breathe new life into pre-loved footwear by creating 57 one-off items spanning outerwear, accessories, and homeware – all handmade in the VT Rework studio using footwear from globally recognised brands such as New Balance and Nike.
Launched in October 2019, schuh’s Sell Your Soles scheme allows customers to donate their unwanted pairs of shoes to schuh stores, regardless of where they were initially purchased, and irrespective of its condition. The Sell Your Soles initiative is a partnership between schuh and textile reuse experts, Recyclatex. The scheme runs in all 122 schuh stores across the UK and Ireland and for every tonne of shoes collected, Recyclatex donate a sum of money to schuh. The money made from our partnership with Recyclatex is then donated to our sustainability charity of choice; World Land Trust.
schuh has donated 217 tonnes (Nov 19 – Nov 23) of end-of-life footwear to Recyclatex which in turn has allowed the World Land Trust to plant over 23,717 trees (Nov 19 – Nov 23) via their Plant a Tree programme.
Rooted in the ethos of sustainability and innovation, and with a commitment to utilising existing materials – rather than manufacturing new ones – the collection draws inspiration from the vibrant street style of London. From denim vests, to leather biker jackets, puffer bomber jackets and cross-body bags, each piece tells its own story of reinvention and revival.
Each piece in the schuh x VT Rework collection is meticulously crafted by Vintage Threads’ in-house Rework design team, who skilfully dissect the pre-loved footwear to reimagine them into unique, trend-led items. This unconventional design process can take up to 7 hours per piece, depending on its complexity.
Each purchase from the collection will contribute to a meaningful cause; all profits will be donated to World Land Trust, further strengthening schuh’s commitment to creating a more circular economy, and will directly contribute to World Land Trust’s vital conservation efforts.
Daniel Bradbury, Director of Brand Communications at World Land Trust comments; “We are thrilled to receive support from this collaboration between schuh and Vintage Threads. The donations we receive signify more than just financial contributions, they symbolise a collective commitment to environmental preservation. By supporting this collaboration, consumers are contributing to the restoration and protection of our natural ecosystems.”
Exclusively available at schuh’s flagship Oxford Circus store, the collection will be presented in its own pop-up cube, designed with sustainable and recycled materials to bring to life the collection. Customers can immerse themselves in a gallery-like setting, complete with digital screens to showcase the journey of the design process, from its origins to its reimagined state.
schuh believes in preserving the environment for current and future generations. At schuh, this means; conserving energy, minimising waste, sourcing sustainable goods and services wherever possible and encouraging reuse and recycling.
schuh’s Sell Your Soles initiative was launched in an effort to create a more circular economy, and this collection with Vintage Threads further cements schuh’s commitment to minimising waste and funding the future with charitable donations to fuel further change.
Prices range from £110 – £360 and will be exclusively available at schuh’s flagship Oxford Circus store from 15th April.
