Pickle, a sustainable fashion brand, found itself in a difficult situation while collecting clothes to donate to victims of the LA fires after it decided to reject donations from fast fashion brands like Zara and H&M.
The company, which operates an app allowing people to rent clothes from others’ closets and has a brick-and-mortar location in the West Village, is driven by a desire to break free from the endless cycle of fast fashion. Their mission is clear on their website: promote sustainability and combat the negative effects of fast fashion.
However, one well-meaning donor, who came to the store to contribute clothes for LA’s fire victims, was turned away when they attempted to donate children’s clothes from Zara and H&M. The donor shared their experience with Page Six, explaining that when they asked if Nike was considered fast fashion, the staff said it was acceptable. The donor sarcastically responded in their head, wondering if the workers in Nike’s sweatshops would agree with that assessment.
Despite the catastrophic fires in LA, which have left thousands of residents displaced and without belongings, Pickle maintained its “no fast fashion” policy. The company took to Instagram to clarify its stance, writing: “It is imperative that you only donate high-quality items! We are no longer taking fast fashion brands (Zara, H&M, Edikted, etc.).” They added that their goal was to ensure that those affected by the fires received only the best pieces to help rebuild their lives.
While the policy stirred some controversy, there was a silver lining: New Yorkers showed up in full force. The source reported that the line outside the store was wrapped around the block, with people eager to donate.
A spokesperson for Pickle shared that the response far exceeded their expectations. They received four times the estimated amount of donations, forcing the company to be more selective with the items they accepted. “The overwhelming response far exceeded our expectations, and as a growing startup eager to help, but with limited resources, we eventually made the decision to prioritize items that could have the greatest long-term impact,” they said.
The selected items were “brand new and high-quality pieces designed to hold up over time as people rebuilt their lives and wardrobes.” After stopping the acceptance of fast fashion items, Pickle provided information about nearby organizations better equipped to handle them.
The spokesperson emphasized that as Pickle partners with other organizations and expands its resources, they will adapt their approach to maximize their impact. “We are deeply grateful to everyone who showed up at our store,” they said. “Our team and the amazing community of volunteers in LA will be personally distributing these items at a donated retail location.”
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