Sustainable ‘digital wardrobe’ app launches physical store in London’s Soho

A sustainable digital wardrobe app has announced the launch of its first physical store in the heart of Soho in London.

Real estate specialist Shaftesbury has announced the opening of the Whering store at 5 Upper James Street in Carnaby this week.

The 927 sq ft pop-up store will offer clothing rental as well as in-store repairs, garment cleaning and alterations.

The pop-up space will also host a range of events in a bid to celebrate, educate, and re-evaluate consumers’ relationship with fashion and climate, including supper clubs, panel talks and DIY workshops and a film screening of the 1995 teen comedy Clueless.

Bianca Rangecroft, founder & CEO of Whering, explained: “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.”

Samantha Bain-Mollison, retail director at Shaftesbury, added: “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.”