Choose Love
“‘The world’s first store that sells real products for refugees.’”
Holiday Fatigue. Compassion Fatigue. Everyday life fatigue.
At this time of year, as the days get darker and our schedules more frantic, many of us find ourselves exhausted, overwhelmed, maybe also panicked. We’re under pressure to consume, to shop, to scramble for all the things that we don’t need and that we probably won’t even remember in January. Some of us are starting to realize that we don’t love this Black Friday to January Sales treadmill, that it benefits someone’s bottom line but not us. We’re starting to look for ways to do the holidays differently.
Like Choose Love. No, that is not just a cute Instagrammable aphorism (though it does take a covetable merchandise form). It is an urgently needed pop-up that takes that holiday spending money and uses it for good, not seasonally appropriate greed. The Choose Love stores brought to us by Glimpse design collective—there are now 3, in London, New York, and Los Angeles—only sell things that refugees vitally need that you get to gift to them. The stores are arranged by the different stages and shifting requirements of displaced people. There’s ‘Arrival’, ‘Shelter’, and ‘Future’. A life jacket. Children’s boots. A hot shower. Safe spaces for women. A Bundle of Warmth. Think about these things for a second. Think about how and why they are needed. We defy your heart not to break just a little.
As CEO of Help Refugees (the NGO behind Choose Love), Josie Noughton sums it up: "It's easy to forget how lucky we are to have a bed, a blanket and a roof over our heads. For thousands of refugees this winter, these basic human needs are completely out of reach. This shop is all about one simple idea: that we should all Choose Love and help those in need."
Choose Love stores fill that compassion gap between the moment that we’re shocked by the news and the horrors that refugees fleeing climate change, war and persecution face, and the moment that we don’t know what to feel and what to do about it. By holding everyday items in our hands that people need, it returns essential humanity to the stories that we’ve become numb to and the headlines that we learn to forget. Simple things like baby items, clean and safe water, a bag of school supplies, restore the idea that these are real people, not just statistics, who need our help and deserve our kindness.
Though these brightly colored stores feel like a boutique gift shop, they are designed for you to leave with nothing except the knowledge that whatever it is you purchased is now finding its way to one of 120+ partners who support displaced people. You may be empty-handed, but you’ll definitely feel big-hearted. This is gift-giving as its best: we now know that doing something for someone else has a more lasting impact than doing something just for yourself. And beyond the 40,000 customers that it has to date served, Choose Love has a significant impact on the recipient too.
Since Choose Love launched in 2017, these pop-ups with a purpose have sent 1.5 million items to refugees, assisted one million displaced people in Europe, the Middle East, and the US-Mexico border, and raised 3 million pounds. Those statistics are staggering, particularly when you think that Choose Love is a relatively new concept on our High Streets. As brick-and-mortar retail is supposedly dying, they indicate a way forward for how our stores can change the world. Needs on both sides are now being met through something we’re overly familiar with, shopping and a place that has lost its own way, our High Streets.
Choosing Love matters; at a time when we’re divided across borders and beliefs, this simple mantra, and the enterprise behind it reminds us that we have options. We can choose to help people who really need it with our purchases this holiday season. And if you need any more encouragement, let’s give Banksy the last say: “For the person who has everything, buy something for someone who has nothing.’
(Also to look out for: You can also shop Choose Love for a Holiday gift – the recipient will receive a downloadable gift card with details of your item. Also, as these stores are staffed entirely by volunteers – you can gift your time.)
