Whering digital wardrobe app opens London pop-up store

By

Nigel TAYLOR

Published
Sep 9, 2021

Digital wardrobe app Whering has gone physical. The online retailer has just opened its first ever store, a pop-up at Upper James Street in London’s Carnaby area, running until 29 September.

The 927 sq ft store operates as a reflection of the brand’s core ethos, calling it “a space for education, collaboration and of course style”. There’s also a focus on sustainability and climate conscious consumerism, signalled first by its celebration of ‘Second-hand September’.

The Whering space will house collaborations with many of its ‘Caring Partners’ – a new function on the app launched earlier this month, “allowing customers to not only expand their wardrobe but, more importantly, learn how to extend the life of their favourite pieces”. 

Partners such as Kair and Sojo, which will include a drop-off point for customers to book repairs in store, “make garment cleaning and alteration fast, easy, and green”. 

To promote normalising rental as a greener way of experimenting with fashion, colourful Hirestreet pieces will be available to rent directly in-store for the duration of the pop-up. Alongside some of Whering’s original partners, the pop-up will see the introduction of a wide range of new creators from Scene By Chloe to Sooki Sooki Vintage.

The space will also host a range of events throughout its opening to help celebrate, educate, and re-evaluate consumers' relationship with fashion and climate. This will include intimate supper clubs, panel talks and DIY workshops with some of the industry’s leading voices within sustainability. Lastly, in celebration of one of Whering’s most important inspirations, the pop-up will host a screening of the 1995 cult classic Clueless.

Founder and CEO Bianca Rangecroft said: “We want to offer an alternative to one-off, throw-away purchases, while still getting that newness fix without creating unnecessary waste. Our ethos is all about making way for a new generation of closets and empowering our community to think about longevity and making the most of what they own”.