Singer and actress Alexandra Burke has launched a vintage jumper and upcycling pop-up store at Westfield London, as part of Save the Children’s annual Christmas Jumper Day campaign which will take place this year on December 8.
The ‘Jazz Your Jumper’ store will help the capital’s shoppers inject colour and personality into their Christmas knitwear collection, as over 40% of Londoners admit to wearing black most days of the week.
Professional upcyclers will be on hand to adorn visitors’ threads with a wide variety of bespoke Christmas designs using the latest heat transfer technology. Anyone without a jumper of their own will be able choose from hundreds of pre-loved designer options available in the store, donated by second hand fashion retailer Thrift +.
With over half of Londoners owning at least one item of clothing that they have never worn, the charity is urging the nation to upcycle their existing knitwear or buy a second-hand jumper instead of purchasing anything new, to help make this the most sustainable Christmas Jumper Day yet.
Burke said: “I’ve had so much fun jazzing up my jumper
today. My once plain and never worn sweater is now fun and colourful! I
couldn’t decide whether to add baubles, bells or tinsel – so I went for all
“The Jazz Your Jumper pop-up shop at Westfield London is just what Christmas is all about.
Every £1 donated either online or in store will be matched by the government which is incredible.
“Since becoming a mum I’m now more aware than ever of the challenges that children and babies can face, both here in the UK and around the world, so I’m extremely proud to be partnering with Westfield London and Save the Children whose work strives to help children reach their full potential.”
Kate Bishop, head of retail at Save the Children, said: “Christmas Jumper Day is all about making the world better with a fun and fabulous sweater! This pop-up is the perfect opportunity to give a new lease of life to that jumper you have lying at the back of your wardrobe or grab a pre-loved one in need of a new home.
“With the cost-of-living crisis continuing to bite, we’re also encouraging children to come along and jazz up their school jumpers for free with a selection of removable festive decorations. Christmas Jumper Day is for everyone, regardless of whether you have a new jumper to wear.”
Katie Wyle, general manager at Westfield London, said: “Consumers have become increasingly conscious about shopping sustainably, especially when it comes to their clothing choices, with circular fashion leading the way. We’re therefore proud to be partnering with Save the Children and Thrift+ for the Jazz Your Jumper pop-up at Westfield London to offer our visitors a brilliant solution to getting involved with Christmas Jumper Day this year, while being sustainably minded and supporting children around the world.”
Children who bring a school jumper to the pop-up will be able to get creative and jazz up their sweater for free. For adults, both the jumpers on sale and upcycling will carry a small minimum donation to Save the Children, with all proceeds from the store going towards keeping children in UK, and around the world, safe, healthy and learning.
Jazz Your Jumper, powered by Save the Children and Thrift+, can be found on the ground floor of Westfield London between Superdry and Footlocker from 10am – 9pm, Tuesday 6 December – Thursday 8 December.
For every £1 donated, the UK Government will double it up to£2 m to help mothers and babies thrive in some of the most rural communities in Kenya. All other funds raised will help some of the most disadvantaged children in East Africa, across the world, and in the UK, get access to food, healthcare and education.