LONDON, August 30, 2012 /PRNewswire/ --
River Island was on site at Reading Festival this weekend with a unique pop up shop and clothing exchange.
The team had 4,000 brand new River Island jeans and t-shirts to give away to festival-goers for free in exchange for their old clothes, as well selling exclusive festival accessories in River Island's pop up shop for visitors to add the finishing touches to their outfits.
The River Island Clothing Exchange was based in The Village at Reading Festival over the August bank holiday weekend and was inundated with festival-goers who were keen to swap their old clothes for new pieces from the latest River Island collection.
The scheme was a big success with a constant queue of men and women lining up to donate their old clothes. All 4,000 units were given away over the course of the weekend, with the team forced to close the shop at times to stagger the clothes swap.
All of the old clothes will be donated to the Newlife Foundation for recycling, with all proceeds going to the charity.
SOURCE River Island