One week in Brixton
From Monday 30th November – Sunday 6th December, we opened the doors to our first ever shop at Pop Brixton, just in time for Christmas.
Almost three quarters of millennials consider social issues – like sustainability, human rights and fair trade – before they shop. Opinions are changing, and fast fashion, sweatshops, polluters and tax avoiders are finally going out of style.
We know that shoppers want their products to have a purpose and we know that the market hasn’t caught up. Even if we want to shop ethically, when we’re rushing to buy things for our families and our friends it becomes difficult to find desirable ethical goods, or find any at all. So for Christmas 2015, we made it easier by setting up a one-stop shop filled with beautiful made, socially minded goods.
We partnered with eight brands to sell homeware, food, drink and accessories. Each product we stocked was lovingly made by businesses that tackle social and environmental problems including: social stigma against those with autism, epilepsy and mental health issues, the rehabilitation of prisoners, the introduction of fairness throughout supply chains, or upcycling waste.
The shop was in a bright orange recycled shipping container. Products were laid out like an exhibition with explanatory captions that detailed the story behind each product, who made it, what it was made from and how it was made.
These captions were accompanied by protest-inspired-placards to get visitors to consider an alternative way of shopping, consuming more thoughtfully.
Every purchase was accompanied by a story card so that everyone who shopped could learn more about the things they bought or pass on the message to those receiving them as a gift.
The shop was part of This Because’s larger campaign to help people to think before they shop.
“As consumers we have the power to choose a better world,” says Zoë Quirk, Founder of This Because. “Our goal is to curate brilliant products so that shoppers can be sure that the money they spend has a positive impact. Through our website and pop-up shop we hope to make socially minded shopping easy and desirable for everyone.”
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Design – Lizzie Reid and Olivia Charlesworth
Words – Zuleika Sedgley
Photography – Ben Pender and Nick Turner
Print – Hato Press
Fit out – Gus Quirk
Shopkeeper – James Nida