On the eve of Black Friday, we partnered with Cambo Agency to create a bold upcycling Pop-Up Store for Persil under the message “Shop like you Care.” 

Challenging the culture of overconsumption, the activation invited guests to “shop” designer pieces free of charge, by simply returning a forgotten garment from their own wardrobe. The concept reframed the retail ritual into a meaningful act of exchange, placing responsibility, creativity, and community at the heart of the experience.

Throughout the event, sustainable designers A Shiny Day, Memorabilia Lovers, Danai Smou, and IkoArtLab reimagined pre-loved garments live, demonstrating the power of upcycling as a stylish and impactful alternative to fast fashion. With a strong presence of fashion and beauty influencers, the pop-up became more than a seasonal initiative - it evolved into a statement. 

Celebrating 50 years of garment care, Persil reinforced its #RethinkFashion movement, proving that true style begins with caring for what we already own.