# Clothes-Swapping Pop-Ups The Comfort Swap Shop Helps Millennials Make Sustainable Fashion Choices By Laura McQuarrie | Published 2019-07-19 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/comfort-swap-shop References: [elle](https://www.elle.com/uk/fashion/a28334245/comfort-swap-shop-with-elle/) & [onin.london](https://onin.london/comfort-launches-swap-shop%EF%BB%BF/) Laundry brand Comfort recently opened the doors the Comfort Swap Shop in partnership with ELLE and Cosmopolitan, providing a convenient place for people to participate in a [sustainable clothing swap](https://www.trendhunter.com/trends/closet-clearout-challenge). For just a few days, the eco-friendly clothing pop-up in Soho will give people the chance to arrive with unwanted articles of clothes and trade them for [pre-loved items](https://www.trendhunter.com/trends/preowned-platform) from the participating magazines and retail charity [Oxfam](https://www.trendhunter.com/trends/barbour-2). The pre-loved, ready-to-wear items are washed with Comfort Intense and ironed, offering a simple way to instantly upgrade one's wardrobe. At the Comfort Swap Shop pop-up, visitors will also be able to attend free workshops on how to pursue a career in fashion, as well as styling tips and personalized embroidery to personalize pieces of clothing. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 93% | Activity: 92% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Clothes Swapping:** Clothing swaps continue to gain popularity as a sustainable alternative to fast fashion shopping. - **Eco-friendly Fashion:** Consumers are becoming increasingly interested in environmentally responsible fashion choices. - **In-store Workshops:** In-store workshops provide a unique, hands-on experience for consumers to learn new skills and gain knowledge. ### Industries Being Reshaped - **Fashion:** The fashion industry has the opportunity to embrace sustainable practices and offer clothing swaps as a unique shopping experience. - **Laundry and Cleaning:** Laundry and cleaning brands can partner with fashion companies to promote sustainable washing practices and offer clothing swap events. - **Charitable Organizations:** Charitable organizations can collaborate with retailers and publishers to offer clothing swaps as a way to raise funds for good causes while promoting sustainable fashion choices. ## Related on Trend Hunter - [Sustainable Marketplace Pop-Ups](https://www.trendhunter.com/trends/mercari-pop-up.md) - [Modern Denim Pop-Up Shops](https://www.trendhunter.com/trends/urban-outfitters-2.md) - [Creative Laundry Solutions](https://www.trendhunter.com/trends/rewear-chair.md) - [Luxury Fabric Pop-Ups](https://www.trendhunter.com/trends/extreme-cashmere-popup.md) - [Clothing Repair Hubs](https://www.trendhunter.com/trends/clothing-repair-service.md) - [Circular Fashion-Enabling Partnerships](https://www.trendhunter.com/trends/coach-and-poshmark.md) - [In-Store Repair Workshops](https://www.trendhunter.com/trends/love-it-for-longer.md) - [Vegan Sportswear Pop-Ups](https://www.trendhunter.com/trends/hylo-athletics.md) - [Closet-Clearing Challenges](https://www.trendhunter.com/trends/closet-clearout-challenge.md)