At Smalls, we’ve always believed that what we wear can do more than just keep us warm. It can tell a story, reduce waste, and bring real comfort where it’s needed most.
This year, we’re proud to be one of the brands donating to Pop Up Crisis — a powerful volunteer-led initiative raising funds to help end homelessness, while giving beautiful clothing a much-needed second life. (popupcrisis.com)
Who Are Pop Up Crisis?
Homelessness has been rising across the UK, and in 2018 a group of friends with creative and entrepreneurial backgrounds decided to respond in a practical, hopeful way. They launched Pop Up Crisis: an annual fundraising event to support people experiencing homelessness, particularly through the harsh winter months. (popupcrisis.com)
Their model is simple but brilliant:
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Brands donate unsold or past-season stock, rather than letting it go to waste. (popupcrisis.com)
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These pieces are then sold at a special pop-up event, at accessible prices, just in time for the festive season. (popupcrisis.com)
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All profits go towards Crisis, the national charity working to end homelessness. (popupcrisis.com)
Along the way, Pop Up Crisis has become a creative hub — bringing together fashion and art students, emerging creatives, actors, musicians and professionals from across the fashion world, all using their platforms to spread the word and support the cause. (popupcrisis.com)
It’s a win–win:
less waste, more dignity, and a real impact on the lives of people facing homelessness.
Why Smalls Wanted to Be Involved
Smalls was built on the idea that better basics can make life softer — for our children, our skin, and our planet. Our pieces are made to be worn, loved, and handed on, not discarded.
So when the opportunity came to contribute to Pop Up Crisis, it felt like a natural extension of what we already believe:
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Clothing should last.
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Stock should never be wasted if it can still bring joy.
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Comfort is something everyone deserves, especially in difficult times.
For this year’s event, we’ve donated a selection of:
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Merino Eye Masks – naturally breathable, temperature-regulating and incredibly soft, they bring a little moment of peace and rest to busy, stressful lives.
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End-of-Season Smalls Pieces – beautiful, natural layers made from traceable Merino wool, ready to be rediscovered and loved again in new homes.
These are the kinds of pieces we hope will make someone feel a bit warmer, a bit more cared for, and a bit more “held” by the world.
Fashion, Waste & Second Chances
One of the things we admire most about Pop Up Crisis is how it tackles two issues at once:
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Homelessness – by raising vital funds for Crisis and supporting people to rebuild their lives. (popupcrisis.com)
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Fashion Waste – by giving unsold stock a second chance, rather than letting it sit in storage or go to landfill. (popupcrisis.com)
It’s proof that the fashion and lifestyle world can do more than just sell clothes. It can show up for people — especially at the time of year when the contrast between comfort and crisis can feel at its sharpest.
Together, We Can Do More
We’re genuinely honoured that Smalls is now part of the incredible line-up of luxury fashion, lifestyle and beauty brands who donate product to Pop Up Crisis each year. (popupcrisis.com)
To the organisers, volunteers and supporters:
thank you for turning creativity into real-world change.
To our lovely Smalls community:
when you choose natural, traceable layers that last, you’re supporting the kind of brand that can say “yes” to partnerships like this. You’re part of the ripple.
Want to Learn More or Get Involved?
If you’d like to support or find out more about the event, you can visit:
👉 Pop Up Crisis (search “Pop Up Crisis” or head to their website)
Together, we can help turn style into shelter, warmth into hope, and good stock into second chances.
With woolly love,
The Smalls Team 🐑
Happy Underneath It All