Fitness label Lorna Jane has teamed up with The Salvation Army to activate a ‘swap shop’ initiative in London. The already successful ‘swap shop’ activation has previously been launched in Australia and the USA where the initiative helps The Salvation Army raise money to support the most vulnerable people in communities.

Lorna Jane has set up a donation point at the brand’s London flagship store where customers can drop their pre-loved activewear in exchange for credit to spend in store. Customers are able to reclaim up to £2.50 per item swapped and donated items will then be sold through The Salvation Army’s charity shops in London.

Catherine Hamou, Communications Manager for Salvation Army said: “We are really grateful to be Lorna Jane’s chosen charity partner for its Covent Garden ‘swap shop’. Fitness gear in particular can be expensive when new, and many people don’t think to donate it to charity. Just like high street fashion, gym clothes might get worn a few times, and will often be thrown out when new trends come in, or if people lose weight and the items no longer fit. But we want people to think twice before binning! If they’re clean and in good condition, activewear can still be reused and enjoyed by someone else. Not only that, by donating them to the ‘swap shop’, you know you’re helping us raise money for a very worthy cause.”

Money raised from the sale of donations goes to The Salvation Army’s work in the UK, including homelessness and addiction services, care for older people, help at emergency incidents, support for adult victims of human trafficking in England and Wales, a Family Tracing Service and much, much more. Over the last five years alone, Salvation Army Trading Company’s charity shops and reuse initiatives have donated over £35 million to the charity.

Lorna Jane’s UK flagship store is located in St Martin’s Courtyard, Slingsby Place, Covent Garden, just off Long Acre, WC2. Customers should ask in store for the terms and conditions of the ‘swap shop’. For more information on the brand and the latest timetable of classes being held in the Lorna Jane Active Living Room visit: www.lornajane.co.uk (Twitter: @LornaJaneUK Facebook.com/LornaJane.UK)