Traid is urging Londoners to rethink how they donate, with support from names including Martin Freeman, Sharon Horgan and Patrick Grant, who are contributing pieces from their own wardrobes to drive change.
At the centre is Shop The Drop, a one-off retail moment across 12 London stores as part of Traid’s Closet Clear-Out 2026 campaign. The sale launches in June. The initiative challenges impulse donating and highlights a simple message: better-quality donations can raise more funds, last longer, and do more good.
Shoppers will be able to buy curated, celebrity-donated fashion from designer pieces to iconic wardrobe staples.
The campaign also introduces the Closet Clear-Out Code, encouraging people to donate more thoughtfully by asking: would you wear it again, or pass it to a friend? If yes, it has value.
For over 25 years, Traid has worked to tackle the environmental and social impact of fashion. This campaign aims to shift perceptions of charity shops from dumping grounds to curated retail spaces while encouraging more conscious decluttering at home.
Shop The Drop will be live across Traid’s 12 London stores in June, including Camden, Brixton, Clapham and Peckham.
