The Exchange is a cashless fashion boutique that opened at Cavendish Square in Cape Town today. The campaign is by NATIVE for the Organ Donor Foundation to encourage people to register as organ donors.
The team collaborated with 25 of South Africa’s top designers who donated clothing and accessories for the store, some of which can be seen in the posters below. The idea is that nothing can be bought with cash or credit cards, only by signing up to become an organ donor.
The concept for The Exchange was conceived by Ryan McManus, Executive Creative Director at NATIVE. He says, “Fashion has typically been synonymous with consumerism. We were looking for a way in which we could change the currency of meaningless consumerism and shift it to the currency of life by purchasing fashion with organ donor registration.”
Samantha Volschenk, Executive Director of the Organ Donor Foundation SA says, “It’s not often that we come across such a compelling piece of work that will undoubtedly make such a big impact on our organisation. Each donor registration can hopefully save seven lives and with over 500 items in the boutique, we hope to reach a target of over 3500 possible lives saved. This will be an incredible result for us.”
The pop-up boutique opened today and will stay open until all the items have been exchanged.
Ryan McManus and the NATIVE team, with special thanks to Simone Redelinghuys, Ben Wagner, Adam Whitehouse, Katherine Price, Justin Polkey, Arno Kruger, Laurence Bishop, Simon Moolman, Ernst Lass, Stefan Hurter, Mari Basson, Nicolas Rix, Vincent Bollaert, Jamy Golden, Jethro Flanagan and Barend Potgieter.
Find out more or register as an organ donor by visiting www.facebook.com/organdonorfan