The Drop Comes to Westfield
Renting clothes, rather than buying them, is one of the predictions frequently made by those who are supposed to be in the know about where fashion is heading and what might appeal to millennials.
Whether or not you believe this, there are still relatively few places in which garments are for hire (other than formal dress agencies) yet on the evidence of ‘The Drop’, a pop-up store that opened in the Westfield Stratford shopping centre on Wednesday night, perhaps things are changing.
The Drop is a store where everything is for hire and where everything is ‘designer streetwear’. The name comes from the fact that during its two-week lifetime this one will receive two ‘drops’ of merchandise that can be rented, giving shoppers reasons to come back (it’s the same principle as both Palace and Supreme, the leading designer streetwear brands, use in their stores).
All of the proceeds in this instance are for charity, Big Up Uganda, and the store is open from Thursday to Sunday – perhaps with an eye on when the sort of people who will visit are likely to go shopping.