06:30, 25 June 2024
Words by Abi Scaife, Staff Writer, London
The COVID closet purge has been a staple of the last few years. The purge of what you don’t need, donating what you can to charities and those in need, is something that we do regularly - but how much do we think about where they go after they leave our homes?
LA-based sisters, Brooke and JoJo Friedman asked that exact question - and weren’t satisfied with what they discovered.
“All we knew was that they were just getting dropped off at a shelter,” says Brooke, speaking to Smiley News. “That's what our mom told us; because she didn't know what was going to happen to them either. That thought didn't sit right with me. We were honestly concerned about the girls who would get our clothes.”
The idea that clothes would be donated to other girls without a care for their size or style preferences was something that bothered both Brooke and JoJo since giving away their own old clothes. After plenty of conversations at the dinner table with their parents, the sisters eventually decided they had to do something about it.
“We were worried that the girls who got our clothes were not gonna like them,” adds Brooke. “We wanted to give these girls a choice in their style; to be able to pick their clothes instead of getting a trash bag filled to the brim with things that you might not like.”
That was when SheStyles was born. An LA-based not-for-profit, SheStyles helps girls who are in need of free clothing through a boutique-like experience where they are able to choose their own clothing. This provides them with agency, and means that they can take part in the self expression that so many of us don’t even consider a luxury.
“That’s something we take for granted every day, being able to try on four or five different shirts to see what [feels] right,” says JoJo. “I think it's important to recognise not everyone has the ability to choose.”
She adds: “Imagine if one day, someone came to your house, dropped off a bunch of clothes, and you were forced to wear them, even if they weren't your size, even if they were not your style. Imagine how uncomfortable that would be, and how you would lose your confidence in the way you looked. I think that's something that the clothing donation process doesn't always account for.”
A huge part of the SheStyles mission is to give each girl agency over how they show themselves to the world. When you are a young girl, so much of your identity can be wrapped up in how you choose to express and present yourself - when your ability to express yourself is limited, so is your confidence.
That’s why SheStyles created their unique boutique experience, so that the girls they serve are able to choose exactly how they want to present themselves.
“The most important thing about SheStyles is that people get to try on, they get to put back clothes,” says JoJo. “They get to go back and see what works with what, and ultimately decide what they want to wear and what their style is.”
JoJo and Brooke send out a Google Form to the girls that we they expecting to come to each pop up event, giving them the opportunity to stock their sizes, favourite brands and clothing styles. This guarantees that there is something for everyone, and that no one ever has to worry about not finding the clothes they need.
“Usually it's pretty typical, like jeans, tank tops, hoodies, but sometimes there are more specific items and sizes really differ,” JoJo explains. “We make sure that we have a good amount of clothes for every person, so that way everyone comes in and they feel included and they feel excited to try on clothes.”
“We want to make it as close to a normal shopping experience as we can, if not nicer.”
At SheStyles, they also partner with organisations such as Project SOAR in LA, a not-for-profit that helps to address the gap in postsecondary support for public housing residents.
It’s these organisations which help SheStyles find the girls that need them the most, so that they are doing the most good possible.
The pop up events are powered by Brooke and JoJo, along with plenty of passionate volunteers who want to get involved.
“Most of our volunteers now come from school because we created a club that meets weekly. We have about 15 members,” says Brooke.
The volunteers help to plan the events, as well as doing prep in the days and weeks before and, of course, on the day.
“Everyone's very willing to help out; they're always texting us if they've clothes to donate,” adds Brooke. “No matter if we have an event coming up or not, we'll always accept clothes.”
SheStyles might have a small team powering it, but that doesn’t make it any less powerful or impactful. It helps that Brooke and JoJo know exactly what it is like to be a teenage girl, and know just how important personal style is to your mental health.
Ultimately, SheStyles isn’t just about fashion - it is about confidence, self love, and community; and the work they do will be remembered by the girls they help for years to come.
To support SheStyles and the girls they work with, you can head to their website where you will find information on how to donate clothes, and partner with the charity.
All images can be credited to Howard Freshman.
At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.
Campaign to End Loneliness. This charity campaigns to make sure that people most at risk of loneliness are reached and supported. Support them here.
Centrepoint. This charity supports homeless young adults aged 16-25, and aims to end youth homelessness in the UK. Find out more here.
Create. Create is the UK's leading charity empowering lives, reducing isolation and enhancing wellbeing through the creative arts. Support them here.
