Personal stylist Alice Nichol is now running the UK’s only dedicated clothes swapping shop in Southbourne following a much-anticipated launch event last Thursday.

The Swish Shop endorses the growing sustainable fashion trend of ‘swishing’ – trading preloved garments with others – and follows on from the success of Alice’s popup Swish It! events across Dorset and Hampshire over the past few years.

“It’s a space that offers you the opportunity to update your wardrobe easily and sustainably through clothes swapping, shopping preloved and introducing ethical brands,” Alice explained.

“Since January 2022, we’ve swished over 2,500 items of clothes, preventing 1.5 tonnes of clothing going to landfill.

“However, pop-up events are easily missed. People have busy lives with lots of commitments and they can also be quite an overwhelming for some as there’s lots going on and so many people.

“The Swish Shop is a permanent place to swish – somewhere you can pop in on the way back from the school run, on your way home from work, or as part of a girly shopping visit with your friends.”

Alice worked in the fashion industry for over 13 years, designing store layouts for luxury brands across Europe before starting her own personal styling company, Buddy and Noo.

Throughout her career, she witnessed the negative impact of fast fashion – not only on the environment, but also on women’s relationships with their wardrobes.

“The fast-paced, inexpensive approach to shopping left many women feeling overwhelmed, disconnected from their personal style, and stuck in a cycle of trends,” Alice added.

“The goal of The Swish Shop is to encourage women to embrace their wardrobes!

“By bringing those unloved, unworn pieces, you can start to not only unclutter your wardrobe but find fabulous new-to-you items bringing some swish style to your wardrobe.

“My goal is to host style events and partner with local businesses for collaboration and events, and to build a hub that women return to not only to grow their style and confidence in a sustainable way, but to be part of a community and feel inspired.”

The Swish Shop will also stock a selection of sustainable fashion brands – including Southbourne’s own Sequin Sisterhood, which transforms pre-loved sequins into one-of-a kind bags and accessories.

There’ll also be All Things Raffia – a Christchurch business helping people create and buy sustainable accessories and homeware made from ethically sourced raffia – and Scratch London, an independent slow fashion jewellery brand.

• instagram.com/theswish_shop