London’s “Pay It Forward” Thrift Store Empowers Shoppers with Free Clothing

In Islington, the Give Your Best Thrift & Gift shop, believed to be London’s inaugural “pay it forward” second-hand clothing establishment, aims to contribute uniquely as Londoners increasingly opt for sustainable Christmas gifts. Purchases made at the store are transformed into credits for individuals the organization assists, such as refugees, women escaping domestic violence, and care leavers. These beneficiaries can then redeem the credits within the store for complimentary clothing, benefiting from a shopping experience that enhances their autonomy. Kemi Ogunlana, 40, a refugee from Nigeria, is one such individual. She informed BBC London that the initiative “gives you more self-confidence, to love yourself back”. Ms. Ogunlana recounted her initial contact with Give Your Best in 2020, when she lacked suitable attire for a job interview and was ready to accept any available donations. She noted that many charity clothing parcels mean “you don’t have the right to choose” what you receive. However, to her astonishment, Give Your Best “asked me what’s my style, what do I like wearing, what’s my size” and provided her with three distinct outfits for the interview. The “pay-it-forward” model so deeply impacted her that she subsequently became a volunteer at the Give Your Best shop. She currently holds the position of their first paid employee, and she and her children continue to utilize credits for shopping at the store. Ms. Ogunlana further elaborated, “When you wear clothes it brings out the real you. If you wear clothes you don’t feel comfortable with, maybe you don’t feel you belong,” She added, “Especially from an African background they look at your dress, they address you (based on) the way you dress.” She concluded, “For me to be able to wear something where I feel this is actually how I want people to address me, it made me feel so proud of myself,” Ms. Ogunlana also stated, “When somebody buys the clothes you are making it possible for another person, the people we are supporting, to have means to come into the shop,” She explained that for clients, this system ensures their “dignity is protected” because “people feel you are shopping the clothes yourself, like any other customer.” She reiterated, “It gives you more self-confidence, to love yourself back.” Sol Escobar, the founder and co-CEO, emphasized that the community impact is a core element of their vision for the not-for-profit initiative. She articulated, “We want to really offer a very inclusive retail experience where if someone can afford the clothes they can buy it, and if someone can’t they don’t have to be treated any differently,” Ms. Escobar added, “Knowing that your purchase is supporting a person that needs it, we find, is one of the biggest drives for people walking into our store.” Ms. Escobar, 43, a resident of Cambridge, initiated the not-for-profit organization via its online service in 2020 while engaged in volunteer work with disadvantaged women. Since its inception, Give Your Best has expanded rapidly, now assisting approximately 4,500 families and receiving 15,000 donated items on its digital platform. The physical store in north London, which opened in September with support from the National Lottery’s community fund, stocks both public donations and new merchandise from brand collaborators, including sample sizes and surplus inventory. Ms. Escobar mentioned that the team successfully trialed the concept on the high street to assess its potential to “be self-sustaining long-term, and so far so good.” Regarding customer reception, she emphasized, “Shopping with purpose, I think it’s something that people are doing a lot more,” adding, “People are looking to, if they are going to consume, do so in a way that has a positive impact and that is mindful.” Ms. Escobar’s aspiration is for the Thrift & Gift shop to serve as a launchpad, enabling expansion into menswear and, ultimately, into additional towns and cities. She stated, “We very much make a point of hiring people from the community that we support to make sure that we also provide employment opportunities,” She also revealed, “We are about to launch our own repair service with another grant that we’ve got from ReLondon, which is reducing waste in the city of London.” She further commented, “It’s only by working together with other organisations and with more initiatives doing similar things that we can really tackle this problem, because it’s too big for us to tackle on our own at the moment: poverty.” Additional reporting was provided by Alice Salfield. Listeners can access the best of BBC Radio London on Sounds and follow BBC London on Facebook, X, and Instagram. Story ideas can be sent to hello.bbclondon@bbc.co.uk. Copyright 2024 BBC. All rights reserved. The BBC disclaims responsibility for the content of external sites. Information regarding their approach to external linking is available.