Secondhand should not be called secondhand, it should be called "firsthand" and always be the first choice.
How did your business start?
It started with an overflowing wardrobe. I went to a clothes swap event and felt that it was a great idea, but also that it could be done even better. Why wait for an event when you can have a shop where you can swap clothes at any time? That's where the idea for SwopShop.
What is your vision for the shop?
The vision is that there should be a Swop Shop in every neighbourhood in Sweden. That you should be able to go to your nearest circular exchange, drop off your stuff, pay a small fee for the service and take away something you need more.
How do you work with sustainability in practice?
We are trying to create a system where nothing goes to waste. Our price tags can be returned and converted into our digital currency in the form of hearts. The return bags we hand out have clear instructions to fill them and come back.
We work with sustainability on several levels, including the work environment, ergonomics, zero waste and upcycling. An important part is also to inspire and provide knowledge about how to take care of your things. The better you take care of your garments, the longer they can circulate and create value for more people.
How do you see customer behaviour changing?
In the past, customers came with rubbish bags. Today, many come with finely folded garments in tissue paper. This shows that more people have started to value their clothes in a different way.
Over the years, interest in second-hand has gone in waves, but now we see a clear development. The goal is for it to become not just a trend, but an obvious choice. Second-hand shouldn't be called second-hand, it should be called "first-hand". It should always be the first choice.
What does being part of the City mean to you?
"It means a lot to be part of the city centre. We are Sweden's first clothing exchange store and it means a lot to both us and Malmö. This is just the beginning and we are proud to be a part of Malmö.
What inspires you in your work?
It's the people around us. Customers and colleagues who share the same vision of thinking differently and choosing to reuse.
When you take care of your things, it also becomes natural to take care of yourself and others.
What do you hope customers feel when they leave the shop?
That they have been involved in supporting something important. An initiative that makes a difference.
If someone has never shopped second-hand, what would you say to them?
It is never too late to start. We understand that it can feel overwhelming at first as there is often a lot to choose from.
A good first step is to start with your wardrobe at home. Pick out a few items and come and see us. You don't have to shop right away, but can start by dropping them off. Over time, it usually feels more natural to also find something new to take home
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