Pop-up store for homeless becomes global phenomenon

EVERY second day, somewhere around the globe, the homeless are “shopping” to restore their dignity.

The Street Store, a project originated in South Africa, was started in January 2014 through an advertising company with the aim of promoting The Haven night shelters in the Western Cape.

Members of the public were encouraged to donate clothing which was organised and neatly displayed on the streets for the needy to shop for free. It has become an international phenomenon, advertising agency M&C Saatchi Abel director Mike Abel said.

More than 263 cities from around the world have signed up to host a store and the posters have been translated through social media into nine languages.

“From San Jose, California, Brussels, Vancouver, San Diego and Sao Polo. The secret was in open-sourcing the concept,” Abel said.

“It means anyone, anywhere in the world can do what we do. We explain, on our website, how in five easy steps.

“All we ask is people take a simple pledge. Then they can download all the materials and resources to organise their very own shop.

“Every country has a mix of haves and havenots. We have to find creative ways for the two to find each other, making it easier to donate and more dignified to receive.”

Abel said they had to keep an eye on people who tried to make a fast buck on the back of the concept. He said they had to intervene when a someone in Brazil opened a retail store using our logo and branding.

There are regular pop up stores in Cape Town and Sandton where most of the donated clothing is of good quality.

Abel was especially touched when he saw a man shopping for new shoes and a jacket to wear during a job interview.

Abel watched the level of confidence in the man climb as he walked away with his new clothes.

The agency used a simple design – a coat hanger printed on cardboard posters – to encourage the public to donate unwanted clothing.