Almost everyone has at least one item in their wardrobe that has not only never been worn but has never even had the tags removed.
Radio and TV presenter Maya Jama and Julie Adenuga, host on Apple Music’s Beats 1, were two such people. And they wanted to do something about it. Within weeks, they had launched COLLECTIONS. – an online store where Maya and Julie connect directly with their audience, fashion fans and people simply wanting to do their bit.
After a successful online launch, a pop-up shop quickly followed and now a second, featuring donations by the likes of Stormzy and Jourdan Dunn, will be raising money for The Big Issue Foundation this weekend on Sunday 23rd June.
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@mayajama and @julieadenuga are once again bringing @collectionsuk to life and this time it's to support our work! The COLLECTIONS. pop-up will be raising money for The Big Issue Foundation on Sunday 23rd June at Platform LDN on Carnaby Street selling clothes donates by @jourdandunn @lethalbizzle @stormzy @gullyguyleo and many more! #mayajama #julieadenuga #radio1 #beats1radio #popup #upcycledclothing #london #soho #sohomusicmonth #stormzy #lethalbizzle
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The Big Issue met the power duo in the about-to-be fundraising store on London’s Carnaby Street just days ahead of the pop-up. There’s not a nerve on display as Jama, 24, and Adenuga, 30, trip over each other to answer our questions. They’re nothing short of a bloody delight: bright, articulate, full of positivity and energy; two women determined simply to be the change they want to see.
“Whenever I’m in central London, I see sellers, selling their magazine, and I thought it would be sick for us,” says Julie. “We talked about homelessness in the UK and it just made sense for us to donate to people that are close to this space [on Carnaby Street].”
The pair explain their reasoning behind helping out The Big Issue Foundation in next week’s magazine, on sale Monday June 24th.
Stephen Robertson, CEO of Big Issue Foundation, says “I am so delighted that Julie Adenuga & Maya Jama will be hosting their pop up COLLECTIONS in support of The Big Issue Foundation. 100% of the profits will be donated towards our work supporting Big Issue vendors to move their lives and their businesses forward. I think it is going to be a very busy and successful day with a social mission and purpose that resonates at all levels.”
The COLLECTIONS pop-up shop will be raising money for The Big Issue Foundation on Sunday June 23rd at Platform LDN on Carnaby Street. Tickets for the free event, which is part of Soho’s Music Month, can be reserved here.