Primark has announced the launch of a limited “swap shop” initiative which will allow customers to exchange pre-loved and vintage clothing in store.

The budget clothing retailer has partnered with circular company Verte for the scheme, which will see pop-ups located in selected stores across the UK, including in London, Manchester, and Birmingham.

The first Primark swap shop event is taking place on Friday 13th September at its Westfield Stratford store in the capital as a part of London Fashion Week’s City-Wide Celebration 2024.

Shoppers will be able to bring up to five items of adult clothing, bags, hats or scarves in good condition, to be assessed and swapped for digital tokens on the Verte app.

The digital tokens can be used to purchase a pre-loved item of clothing from Verte’s collection.

A special gold token is awarded to luxury clothing items presented in almost-new condition, which can be traded exclusively for other gold items.

Any un-swapped clothes will be kept for the next swap, donated to local charities in the area or placed in Primark’s clothing donation boxes, which are available in all the company's stores across the UK.

"Welcoming Verte into our stores will help us to better engage with a community of like-minded fashion lovers who really care about where their clothes will go to next," said director of Primark Cares, Lynne Walker. "We hope our pop-ups will encourage more people to participate in the growing circular fashion economy and with an opportunity to do so in their local Primark store."

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