The Swapshop LAB is a community-driven initiative testing repair, upcycling and upskilling in the Dutch second-hand fashion ecosystem. Originally founded in Amsterdam and now expanding into Rotterdam, The Swapshop LAB has completed its first 6 months, demonstrating new ways to extend the life of clothing through repair, upcycling and community engagement. Swapping items in exchange for credits (swaps) gives customers discounted access to clothing whilst also creating a fun and engaging solution. The Swapshop LAB was a natural extension of our mission, providing multiple sustainable solutions to our community, next to reuse. The goal is to build deeper connections with our community, offer them possibilities to learn new skills regarding repair and upcycling, and extend the life of more garments.
Within the LAB pilot, we have created 3 different programs to tackle multiple issues and knowledge gaps in relation to the circular model. Our upcycled (Re)thread collection makes upcycled items accessible to our customers whilst extending the life of our “non-swappable clothes”. The WorkLABS empower our customers to re-imagine textiles through hands-on workshops. And lastly our Repair pop-ups offer discounted repairs to our community, strengthening and normalising the repair process. These three programs meet customers at different stages of their clothing lifespan, offering tangible solutions to empower them to make planet-friendly choices to reduce our textile waste.
We base the content of this article on mixed methods research. First of all, we conducted a questionnaire (193 respondents) to better understand attitudes towards repair, upcycling and clothing consumption. The average age of the respondents was 30–35, with 75% earning below-average incomes. All respondents expressed some level of concern about environmental issues, highlighting strong awareness around fashion’s impact. Second of all we conducted questionnaires with designers and workshop and repair pop-up hosts to learn about their experiences. We conducted questionnaires with 6 designers, 7 workshop hosts and our repairers. Third of all, our The Swapshop team witnessed the in-store responses of our customers through observations. Lastly, we asked the participating designers to keep track of their work in logbooks, to get insight into their ways of working. Below we zoom in on the (honest) LAB results per program.
RETHREAD
The (Re)thread program offers customers access to unique, one-off garments created specifically for The Swapshop from their non-swappable garments.The collection creates a more meaningful second-hand experience, where clothing is valued not only for affordability, but for the creativity and craft behind it.
From an environmental perspective, the program contributed to the upcycling and life extension of approximately 70 kg of textiles. For The Swapshop, (Re)thread generates strong customer engagement with many customers asking about when the next collection will be launched.
For participating designers, the key benefits of (Re)Thread are the opportunity to experiment creatively with unknown materials, take part in community events to showcase their collection, and gain exposure both in-store and online. So far, we have sold more than 70 upcycled items in collaboration with 9 local designers, who have become true ambassadors for the project through their passion and craft.
A key challenge has been identifying a price point that remains accessible to customers while fairly reflecting the time and skill invested by designers. Pre-pilot research revealed that while 85% of respondents had a positive association with upcycled clothing, willingness to pay more for upcycled items remained limited. 31% of respondents were unwilling to pay any additional cost compared to standard second-hand prices, while 27% were willing to pay 25% more. Smaller groups were willing to pay higher premiums, with 18% willing to pay 50% more and only 6% willing to pay 75% more. Our in-store observations reflected these findings. Most customers were willing to spend up to around €80 on upcycled pieces, while higher-priced items above €100 were less accessible to the majority of customers, despite their craftsmanship and detail.
Moving forward, (Re)Thread shows strong potential to become part of a sustainable business model, provided there is a clearer and more consistent production and pricing structure. While initial agreements and contracts were established with designers, these evolved over time to allow for greater creative expression as artists rather than solely repairers. Future iterations would benefit from clearer frameworks around pricing, and maximum production hours per garment, helping designers work within defined price ranges that remain accessible to The Swapshop community.
At the same time, conversations around pricing became an important educational aspect of the project. When customers question the higher price point of certain items, our staff explain that each piece had been reworked by local designers and priced to reflect fair labour and production time. These interactions often opened broader discussions around the true cost of clothing and contributed to greater awareness within our community.
The pilot set a target to repurpose 100 kg of textiles. While this has not yet been reached, the team is actively refining more efficient and scalable upcycling processes for the next phase, including the development of standardised in-house design approaches. This has the potential to increase production numbers, and reduce the costs of production.
WORKLABS
WorkLABS offer customers a monthly opportunity to learn practical skills in sustainable fashion, hosted and led by local creatives in a casual, warm and welcoming environment. Each participant leaves with a finished piece and a skill they can carry forward, from natural dyeing and visible mending to upcycling, repair and bag-making.The program has equipped over 70 participants with the knowledge to repurpose materials they already own, contributing to more circular habits within the community.
For The Swapshop, WorkLABS have strengthened our relationships with our community and creative hosts, while positioning the store as a space for learning next to swapping and shopping. Beyond learning new skills, the workshops created space for connection and conversation between strangers; something increasingly rare in a digital world. It was rewarding to see participants exchanging contact details, ideas and stories about their own creative projects.
For many workshop hosts, online exposure and community building were important motivations for participation. Several hosts experienced growth in followers and visibility, supporting their wider creative practices. Hosting is also an opportunity to build networks and engage directly with audiences in a meaningful and authentic way.
From an environmental perspective, the WorkLABS contributed to the reuse of damaged garments and textile scraps that are destined for landfill. While the impact of these scraps may be difficult to measure on a large scale, the workshops aimed to shift perceptions around waste by encouraging participants to see value and potential in their own existing materials. A key goal was to teach participants the practical skills for reimagining and repurposing to be used in their everyday lives.
A key challenge was balancing accessible ticket pricing with fair compensation for workshop hosts and the financial viability of the program. Pre-pilot research showed that affordability strongly influenced attendance, with most respondents willing to pay between €15–30 per session. To increase accessibility, customers could use swaps to cover half of a workshop ticket price (€30 = €15 + 15 swaps), creating an additional value stream within the swap system. However, as hosts were paid entirely in euros rather than swaps, this made it more difficult for the program to break even financially.
The pilot also showed that workshop topic, pricing, scheduling, and seasonality all influenced participation. Interest was highest during colder months, when participants were more drawn to indoor social activities. When ticket prices increased beyond €30 to reflect more complex workshops and material preparation, interest noticeably declined. The small scale of the workspace also made it challenging for The Swapshop to absorb the financial risk of guaranteed flat-fee payments for hosts.
Moving forward, WorkLABS will focus on collaborating with workshop hosts who operate with lower production costs and overheads, while continuing to maintain accessible ticket pricing and experimenting with more varied scheduling options. The program is also exploring a more collaborative financial structure, shifting from fixed flat-fee payments towards a shared-value model where The Swapshop receives a percentage of ticket sales. This approach aims to create a more financially sustainable framework while encouraging hosts to actively promote and grow their own workshops, positioning WorkLABS as both a creative platform and community event space.
REPAIR
The Repair program offers customers discounted repairs using swap credits earned from exchanged clothing, introducing another flexible system where swaps can be used. It provides an accessible entry point into repair, particularly for those new to this process. The initiative has contributed to increased awareness around the importance of repair, while normalising it as part of everyday clothing care. We have repaired over 40 items and have experienced return customers interested to know when the next pop-up is.
For The Swapshop, the monthly pop-up format has generated strong visibility and in-store engagement. Alongside customer repairs, the team also repairs in-house garments, reinforcing its circular model. The interactive front-window set-up of the repair station proved especially effective in attracting attention and sparking conversations with passersby, many of whom stopped to ask questions or take photos from the street. The strong curiosity around something as simple as a sewing machine shows how unfamiliar repair and making by hand have become in everyday life.
For the repairers, the program offers a creative and social environment, creating opportunities for interaction, storytelling and increased visibility through The Swapshop’s platforms.
A key challenge has been converting interest into participation. While events were scheduled on Saturdays to maximise foot traffic, customer uptake remained lower than expected. Pre-pilot testing showed that over 51% of customers prefer to repair themselves and 25% use family or trusted repair services. Although the perceived ‘demand’ is low, we decided to conduct our pop-ups on a weekend day to attract passersby as well as those who are new to repair.
Additionally, relying solely on customer repairs within the current pop-up model has not proven financially sustainable, particularly as the pricing structure allows customers to pay using a combination of euros and swaps (50/50). While this increases accessibility, it reduces the direct income available to cover repairer costs, as hosts are compensated entirely in euros.
To maximise the repairers’ time, sessions also included repairing high-quality in-house garments such as leather, silk and wool pieces, helping to restore and extend the lifespan of valuable stock. While this added clear value to the store, its financial return remains difficult to quantify.
Insights from the pilot showed that the most common repairs involved holes, button replacements and hemming. The offer was embraced most strongly by existing Swapshop customers, suggesting that the Repair pop-ups integrated naturally into the routines of those already engaged with the community. Additionally, while free repair kits were offered to encourage independent mending, many participants openly shared that they were unlikely to use them themselves, highlighting an ongoing barrier between interest in repair and taking action independently.
Moving forward, the program will explore ways to better engage new audiences while balancing visibility, accessibility and financial sustainability.
CONCLUSION
Feedback across all LAB programs consistently highlights that returning participants are attracted to the strong sense of community and warmth created by the team. Many customers have been part of The Swapshop since its early days and really value seeing our journey exploring new value streams for their swaps. This fosters a deeper relationship between our customers beyond buying clothes, but to having conversations and learning new skills together.
The pilot also reveals that The Swapshop’s community is already highly engaged with sustainable practices. Many participants - particularly within the 35–65 age group - bring existing repair skills and a strong ability to reimagine garments. For younger audiences, the LAB has provided an accessible and engaging entry point to learn new skills and connect with circular fashion in a low-barrier way.
Across all programs, the LAB has kept more than 100 kg of textiles in active circulation through repair, reuse, and upcycling, upskilled over 70 workshop participants, repaired 40 individual items, and continues to demonstrate the potential power of local initiatives can shifting everyday behaviour around clothing. As one of our participants stated: “In a world where consuming has become easy and caring for our clothes has become hard, [The Swapshop LAB] has something for everyone.”
THE FUTURE
Moving forward, we will continue gathering feedback from participants and adapting our programs to better suit our community’s needs. The LAB is an evolving organism, with new opportunities for collaboration appearing regularly. There is a clear appetite for learning, alongside strong encouragement from our community to keep exploring sustainable practices together.
We hope for a future where workshops sell out within days, where eager customers line up for repairs, and where our community excitedly awaits the newest upcycled collection - already familiar with the designers and their craft. Fan girls, you could say! We will continue offering our Swapshop community unique experiences and opportunities in exchange for their ongoing support throughout this journey.
PERSONAL REFLECTION
This project has been a one-of-a-kind experience. From first pitching the idea in a classroom in Italy, to seeing these programs expand across multiple stores in the Netherlands. I couldn’t be prouder of what we have created. I have met some of the most passionate and inspiring people through this process, from workshop hosts and designers to participants and customers. None of this would have been possible without their shared dedication to building a better future.
Creating a circular business model is one thing, but consistently showing up for our values and investing in new initiatives is what truly strengthens our mission beyond simply selling second-hand clothing. I am incredibly grateful to have had the opportunity to build and lead The Swapshop LAB with the support of our two inspiring female founders, Monique Drent and Laura Suijkerbuijk.
Written by Georgia Carns
The Swapshop LAB Lead & Program Developer