26th November 2018



-       Revolutionary streetwear rental fashion collection from the best street and athleisure brands -

-       Curated by renowned celebrity stylist Alizé Demange -

-       All proceeds to Save the Children’s Big Up Uganda initiative led by Adwoa Aboah -

Unibail-Rodamco-Westfield announces will be launching a new concept store, The Drop, allowing shoppers to hire athleisure fashion’s most coveted garments and accessories. The Drop is curated by celebrated stylist Alizé Demange who has hand-picked the nation’s ultimate streetwear items. All proceeds from the rental store will go to Save the Children’s Big Up Uganda initiative with Adwoa Aboah.

The best street and athleisure brands will be available to hire from The Drop store, which will open at Westfield Stratford City every Thursday to Sunday from 6th December - 16th December. There will be individual drops released throughout the pop-up.

The athleisure industry currently has an estimated worth of €263bn* and is on the rise. The concept of The Drop follows on from the success of last year’s ‘Style Trial’ – the UK’s first-ever rental pop-up launched at Westfield London. The new revolutionary rental collection offers an effortless, cost-effective way to keep up to speed with the latest athleisure trends or access to one-off designer items that would normally be out of reach.

A study by Unibail-Rodamco-Westfield showed that almost 60% of 16-34 year olds are interested in renting special edition streetwear items, and 2 in 5 Brits have queued outside a store or waited for a drop online when purchasing them. Trainers are the most popular hyped items, followed by outerwear and bags. On average, 16-34 year olds would be willing to pay £66 to rent their dream fashion item for a week and their biggest motivation to rent clothing is to save money, although 14% say the most important reason is sustainability.


All profits from the pop-up will go towards Save the Children’s Big Up Uganda initiative led by Ambassador Adwoa Aboah and her best friend, Felix Cooper. The initiative will help provide children with access to psycho-social support, training teachers and equipping schools, building child-friendly spaces, supporting women and girls and building support networks for families within refugee camps in Uganda.

Visitors can visit The Drop at Westfield Stratford City from Thursday 6th December until Sunday 16th December.

More details will be revealed about The Drop in November but for more information on Westfield please visit

*Source: Bain & Company

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