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SHAFTESBURY ANNOUNCES THE OPENING OF DIGITAL WARDROBE APP WHERING’S FIRST POP-UP IN CARNABY
Shaftesbury announces the opening of the first ever Whering pop-up located at 5 Upper James Street. The 927 sq ft store will open today 8th September.
Samantha Bain-Mollison, Retail Director at Shaftesbury says: “We are delighted to support Whering with their pop-up space for this brilliant concept. Shaftesbury is passionate about encouraging sustainability values and experiences for the Carnaby consumer and we are excited to see the Whering vision come to life”.
WHERING, the digital wardrobe app taking the fashion industry by storm celebrates sustainability and style this September in their first physical pop-up, aptly situated in London’s heart, Soho. The brand’s initial foray into the pop-up world will operate as a reflection of their core ethos, a space for education, collaboration and of course style. As always, a focus on sustainability and climate conscious consumerism will also be at the forefront, signalled first by the pop-up’s celebration of ‘Second-hand September’.
The Whering space will house collaborations with many of their ‘Caring Partners’ – a new function on the app that 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 entire duration of the pop up.
Alongside some of Whering’s original ‘Caring Partners’ this pop-up will see the introduction of a wide array of new creators from Scene By Chloe with her penchant for finding truly hidden gems in the world of furnishings to Sooki Sooki Vintage and her collection of re-loved classics that celebrate the vibrancy and boldness of her personal style.
The pop-up space will also host a range of events throughout its opening to help celebrate, educate, and re-evaluate consumers' relationship with fashion and climate. From 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 iconic inspirations, the pop-up will host a screening of the legendary 1995 cult classic ‘Clueless’.
Bianca Rangecroft, Founder & CEO of Whering
Whering is about promoting a culture of caring for your clothes - and what better way than to bring to life all the components of a green closet: care, use, rent & buy pre-loved. We want to offer an alternative to one-off, throw-away purchases, whilst 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.
At the heart of this pop-up is the relationship between Whering and its ‘Caring Partners’, a celebration of diverse and varied people coming together to create something that tries to better the world. With the opportunity to buy, rent, alter, clean and style your wardrobe in a climate conscious way all in one space, Whering attempts to show how easy and affordable thinking green can be. A true celebration of style and substance.
8th of September – 29th of September
5 Upper John Street,
London, W1F 9DG
Opening hours: 9-7pm (including weekends)
Joint agents Hanover Green Retail, Nash Bond and Cushman & Wakfield acted on behalf of Shaftesbury.
For more information please contact Sister London: firstname.lastname@example.org / 020 7287 9601
Shaftesbury owns and manages a 16 acre property portfolio in the liveliest parts of London's West End. The portfolio comprises of restaurants, cafés, pubs and shops, extending to apartments and offices in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, together with substantial ownerships in East and West Covent Garden, Soho and Fitzrovia. All our properties are close to the main West End Underground stations, and within ten minutes’ walk of the two West End transport hubs for the Elizabeth Line, at Tottenham Court Road and Bond Street.
Carnaby is in the heart of London’s West End, where over 100 retail brands of quality and distinction and over 60 independent restaurants, cafes and bars can be found across 14 streets, including the world famous Carnaby Street. Carnaby is a unique and iconic experiential shopping, dining and leisure destination.
Follow @CarnabyLondon and visit Carnaby.co.uk for full updates, news and information.
Kair, Hirestreet, Sojo, Thrift +, Scene By Chloe, Halo, Alexandra Hakim, Here After Vintage, Sooki Sooki Vintage, Nordic Poetry,
Lydia Bolton, Ell Richie Studio, Legal Voices Vintage, Closet Detox, Haus of Kitsch, People’s Pieces, Made in Little France
Founded in June 2020, Whering is focusing on the two parts of the value chain that consumers control: utilisation and purchasing, to bring back a culture of caring for our clothes and help to curb the astronomical waste created by the fashion industry. The app allows users to quickly and easily digitise their entire wardrobe, resulting in a streamlined, curatable and accessible online styling tool - think Cher in Clueless. Whering is a team of 8, with its headquarters in London.
Bianca Rangecroft is the Founder and CEO of Whering, the fashtech app that allows you to digitise your wardrobe, see and style what you own. She is fluent in five European languages and holds a first class Bachelor’s degree in History and Politics from SOAS & LSE, with a special focus on Africa and the Middle East, as well as a Master’s degree in Management (Merit) from Imperial College Business School. Bianca spent the first 4.5 years of her career in Banking at Barclays and then Goldman Sachs’ consumer division in London.