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Guardian Fashion • Jan. 6, 2026, 11:44 a.m.
High street heroes: how the humble charity shop is shifting clothes by getting creative
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From fashion shows to secondhand socials, charity shops are now hubs of innovation when it comes to fashion waste – and even celebrities are jumping onboard This was not your usual fashion show. First, I’ve rarely seen a more exuberant bunch of models – all unpaid volunteers living their best lives.
Second, everything was secondhand, from a charity shop called Second Life in East Sussex. And third, half of it was sold that day, even the damaged pieces.
Second Life’s annual fashion show, held over the summer, is just one of the creative ways the shop keeps its harder-to-sell clothing out of incinerators , landfill and developing countries’ illegal dumps . This “buy direct from the catwalk” concept is something charities are increasingly adopting.
Second, everything was secondhand, from a charity shop called Second Life in East Sussex. And third, half of it was sold that day, even the damaged pieces.
Second Life’s annual fashion show, held over the summer, is just one of the creative ways the shop keeps its harder-to-sell clothing out of incinerators , landfill and developing countries’ illegal dumps . This “buy direct from the catwalk” concept is something charities are increasingly adopting.
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