Clik here to view.
Marks & Spencer is set to celebrate the start of Wool Week on 15 and 16 October with a live knitting installation in M&S’s flagship Marble Arch store.
The campaign, in association with Oxfam, will see artist Andrew Salomone bring his ‘hacked’ digitally programmed knitting machine to London to produce customised pieces of knitwear for customers who shwop their unwanted woolen items in-store.
Salomone said: “I am delighted to be able to support Marks & Spencer’s Shwopping initiative, it is a truly ambitious approach to a sustainable fashion retailing future. I can’t wait to virtually see the concepts the British public have up their sleeves – the possibilities, like with Shwopping, really are endless.”
In order to receive a Salomone design, customers need to donate an old item of woolen clothing through Shwopping, the retailer’s ‘buy one, give one’ sustainable fashion partnership with Oxfam.
Mark Sumner, M&S Plan A sustainable raw material expert, said: “Wool Week is a celebration of the global wool industry and M&S is proud to be a part of it. Wool is one of the most environmentally friendly and sustainable of fibres and we hope this project will give customers a chance to see how, through Shwopping, they can give their unwanted woollen items a future.”
