LUEDER, fresh from dressing RM of BTS for the World Cup final half-time show, joins 12 independent makers including Hadiyah Hussain, Olli Hull and The Marcon Court Project to raise money for the homelessness charity’s UNSOLD. RETOLD campaign.
This Secondhand September, the national homelessness charity Crisis is collaborating with 12 independent makers and designers to help answer the question of what happens when secondhand clothes don’t sell.
Designers including LUEDER, Hadiyah Hussain, Olli Hull, The Marcon Court Project, Planet Soph, Owen Edward Snaith, Grandpa’s Shirts, Kabo Clothing, Ashley Knight, Green Ancestors, Sean Marsh and CheShe were invited into Crisis’ warehouse in Canning Town to select unsold donated garments that would ordinarily move on to textile recycling as part of the charity’s UNSOLD. RETOLD campaign.
Their brief was simple: give these pieces a new chapter.
The result is a series of limited collections in which existing garments have been cut, reconstructed, woven, embellished, printed, painted and transformed into completely new pieces – all to celebrate the creativity, individuality and self-expression that can emerge from what already exists.
Crisis has partnered with London-based strategy and design studio Dalziel & Pow to bring the UNSOLD RETOLD campaign to life across the store environment and brand identity for wider communications.
The campaign forms part of Create for Crisis, the charity’s ongoing maker collaboration programme. All sales from the collections will be split with 50% going towards Crisis’ work to end homelessness, and 50% to the maker.
From the World Cup stage to Crisis’ warehouse
Among the makers taking part is Marie Lueder, founder of London fashion label LUEDER, who recently created a custom look for RM of BTS for the 2026 FIFA World Cup final halftime show.
She is joined by British-Pakistani textile designer Hadiyah Hussain, whose bold, highly personal work explores identity, heritage and life in London; and artist and fashion designer Olli Hull, whose practice centres on creating wearable art from secondhand, discarded and existing materials.
Also returning to work with Crisis is Sophie Nancy of Planet Soph, whose colourful, playful approach to upcycled and deadstock materials featured in the Guardian’s coverage of innovative charity-shop fashion during Secondhand September 2025.
Together, they form part of a 12-strong collective spanning fashion, textiles, knitwear, weaving, reconstruction and upcycling.
London-based artist and fashion designer, Olli Hull, said:
“My practice is all about finding the beauty and possibility in the discarded or overlooked and breathing new life back into it. Secondhand pieces are already full of history, and I love working with the restrictions that they present, responding with my toolkit of techniques to give the piece another life and another story.
“Through UNSOLD. RETOLD. I have been able to use my creativity to not only make a statement about how we think about clothing and waste, but to support the vital work Crisis does helping people experiencing homelessness.
“For me this project is about potential and hope – taking something that has been overlooked and showing that its story and potential doesn’t have to end there.”
Multidisciplinary designer, Owen Edward Snaith, said:
“”The shift we’ve seen towards buying second hand is great, however I think it is important to find the balance between people shopping secondhand and continuing to support young emerging designers. Projects such as ‘UNSOLD. RETOLD’ really foster both these ideas, marrying second hand retail with emerging talent, helping to raise wider conversations around sustainable practice, shopping and support.”
Liz Choonara, Executive Director of Commerce and Enterprise at Crisis, said:
“Some brilliant clothes simply don’t find their person the first time around, whether that’s because of its size, style, season, location or simply chance. That is why UNSOLD. RETOLD. is all about asking what else they could become.
“We’ve given an incredible group of makers the freedom to play, experiment and put their own identity into garments that had reached the end of their retail journey with us. What they’ve created shows that existing materials can be the starting point for something completely original.
“This campaign comes at a time when there is a window of hope and opportunity for people experiencing homelessness. The Prime Minister’s commitment to end rough sleeping is a hugely welcome step towards ending all forms of homelessness. This is also a moment to think differently about charity retail and the ways we can innovate to make the most of every donation – giving clothes a second chapter while raising vital funds to support Crisis’ work to end homelessness.”
The limited UNSOLD. RETOLD. collections launched on 11 September at Shop from Crisis stores across London and online here.
