London-based fashion charity Traid is launching a bold new campaign this April to tackle the growing impact of fast fashion and it’s starting in people’s wardrobes.

From 2 April, Traid will roll out the UK’s first-ever “Closet Clear-Out Donation Code”, a simple five-step guide encouraging people to rethink how—and what—they donate to charity shops.

The campaign aims to shift public perception of charity retail, positioning stores as curated spaces rather than dumping grounds for low-quality clothing.

The initiative builds on Traid’s award-winning Closet Clear-Out campaign, which won Best Marketing Campaign (>£1M brands) at the Drapers Marketing Awards 2025. This year’s message is sharper: better donations create bigger impact.

At the heart of the campaign is a practical checklist urging donors to consider whether items are clean, wearable, durable, desirable, and high-quality—before booking a free home collection or dropping them in-store.

For over 25 years, Traid has worked exclusively in fashion reuse, using its network of London shops and services to fund global projects supporting garment workers and farmers, while tackling clothing waste. But according to CEO Maria Chenoweth, the system is under strain:

“Today’s fashion system produces clothing that often isn’t built to last. The most powerful thing you can do is donate pieces someone else can wear and love for years to come.”

The 2026 campaign is backed by high-profile supporters including Martin Freeman, Sharon Horgan and Patrick Grant and more, who will donate items for resale in Traid stores across the capital.

Why this matters now
Traid says the rise of ultra-fast fashion has flooded charity shops with low-quality garments that can’t be resold—placing pressure on charities and contributing to textile waste.

The Closet Clear-Out campaign aims to spark a wider conversation about overproduction, clothing quality, and consumer responsibility—while directly funding initiatives supporting garment workers’ rights, sustainable farming, and clothing poverty in the UK.

How Londoners can get involved
Book a free home collection throughout April
Donate in-store across London
Enter a prize draw to win up to £100 in Traid shopping vouchers
Shop curated “Shop the Drop” collections launching this summer

Traid store locations in London
The campaign will run across Traid’s 12 London stores, including:
Traid Dalston
Traid Camden
Traid Peckham
Traid Brixton
Traid Clapham
Traid Walthamstow
Traid Kilburn
Traid Hammersmith
Traid Shepherd’s Bush
Traid Greenwich
Traid Tooting
Traid Wood Green

The Closet Clear-Out 2026 runs for four weeks from 2 April. Londoners are invited to rethink what they donate and why.
Declutter. Donate. Do good.