Old Khaki and The Street Store Made Giving Look Good

In a world where fast fashion often moves faster than reason, and forgotten clothes pile up in our closets, something refreshingly simple—and profoundly human—took shape. No runways. No influencers. Just rails of clothing. On the street. For those who needed them most.

This was The Street Store. And for 11 years, it has been quietly changing lives, one hanger at a time. In 2024, the movement gained fresh momentum through a partnership with proudly South African brand Old Khaki, launching the campaign “Last Season is So This Season.” It was more than a collaboration. It was a redefinition of fashion’s true value in a society waking up to the environmental and social impact of the clothes we wear.

At its heart, the idea was simple: people who had more, giving to those who needed—without stripping away dignity. These weren’t anonymous donations shoved in bags. They were curated experiences—pop-up stores where those in need could browse, choose, and walk away with clothes that fit not only their bodies, but their lives. For free.

Old Khaki stepped in not as a passive partner, but as an active participant. From the start of the campaign to 31 March, selected Old Khaki stores across Gauteng and the Western Cape became drop-off hubs. Customers were invited to bring in pre-loved clothing and hang it directly on Street Store rails in-store—a gesture of everyday generosity that added real meaning to the shopping experience.

But it didn’t stop there. Old Khaki also contributed items from their own stock, ensuring that shelves were filled with quality clothing that could truly change someone’s life. Unilever joined the effort too, donating toiletries for Street Store events in Cape Town and Johannesburg on 12 April—reminding us that sometimes, a clean start begins with just that.

This was more than just a charitable drive. It was a practical model for circular fashion, where reuse meets respect, and impact is local, visible, and lasting. With the fashion industry responsible for over a billion tons of greenhouse gas emissions in 2024 alone, this initiative posed a powerful question: What if the solution isn’t complex? What if it starts with our own wardrobe?

The Street Store, originally dreamed up by the Up&Up Group, is an open-source concept that has since dressed over a million people across the globe. Its power lies not only in reach, but in reshaping mindset—urging us to see fashion not just as personal expression, but shared expression.

“It’s about being mindful of our own behaviours and the environment, but also about seeing those in need.”

As Old Khaki’s Head of Marketing, Odile Hufkie, so poignantly said,

And see them, they did. Through the generous spirit of South Africans and the commitment of Old Khaki and its partners, 7,428 garments and footwear items were collected. That’s 7,428 moments of connection. Of dignity restored. Of lives changed.

In a time when fashion is often measured by trends, this was a reminder that the most powerful statement you can make isn’t with what you wear—but with how you give.

To learn more about Cape Union Mart and Old Khaki’s ongoing efforts, visit:
👉 https://www.capeunionmart.co.za/