How can you be a fashionista and environmentally conscious about your clothes?  Is it even possible?

Absolutely, according to a few forward-thinking Brits. 

Lori Wiechec and Rachel Stewart started a clothes-swapping event called “Feather Duster” that allows people to clean out their closets, come to a London Pub, swap clothes, and then party once they’re done.  They meet a couple of times a month at different places, and have generated lots of attention for their efforts.  Other people have organized similar events in the area as a result.

So what’s the appeal?

“The social aspect,” says Rita Clifton, CEO of branding consultant Interbrand.  “It’s [about] new communities and affinity groups, and there’s some of the same excitement as with vintage [shopping],” she said in an interview with WWD.

“Half of the appeal is the experience,” agreed Wiechec in that same interview. “One visitor said it was the best Saturday afternoon she’d ever had.”

So does this mean traditional shopping has fallen by the wayside for these people?

“It’s a tiny, tiny minority doing this,” said Clifton. “And [while they] may drive a wider trend…the vast majority want to buy new things and get excitement from that.”

She went on to say that most consumers look for more convenient ways to be environmentally conscious. “People will buy differently rather than buy less,” said Clifton. “[They’ll go] to retailers who have a strong social and environmental policy.”

So…ready to do your own part for the environment and start a clothing swap event?  Here’s where you can learn to “Swap ’til You Drop.”

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