Shop Talk | Tot Swap Shop
“I wanted to create a place where you could exchange the items your kids had outgrown for credit or cash and buy super high quality preloved & vintage clothes at a fraction of high street prices.”
We got the chance to speak with Emma Harrison, owner of Tot Swap Shop, a preloved and vintage boutique for children, based in North London. When browsing their Instagram, we came across the cutest rainbow baby Converse, vintage Tommy Hilfiger and even some very cool 90’s Disney dungarees (a personal favourite). Preloved boutiques are definitely becoming a common sight in London and especially on Instagram but we were so intrigued by a preloved boutique dedicated specifically to kidswear. Check out Emma’s answers below.
What inspired you to start Tot Swap Shop?
When I had my first child I realised pretty quickly that a lot of stuff I had bought or been given had either been worn a handful of times or not at all. I’d routinely find stuff in drawers still with tags on that he had outgrown before he’d even worn them! I also resented having to buy maternity clothes when I was pregnant that I knew would only fit for a matter of months. It occurred to me that aside from the local Facebook groups and a few charity shops, there weren’t really any places in my local area where you could buy, swap & sell kids clothing and maternity wear. I wanted to create a place where you could exchange the items your kids had outgrown for credit or cash and buy super high quality preloved & vintage clothes at a fraction of high street prices.
Do you wear preloved / vintage clothing yourself?
Absolutely, my sister in law runs a preloved womenswear shop in Bournemouth called buy.wear.swap.repeat so I get some awesome bits from her, I also love a good charity shop rummage and always find some good vintage items on ASOS marketplace & Vinted/Depop are great too.
Who is the Tot Swap Shop customer?
Eco conscious parents who are trying to be less wasteful with their clothing consumption but who also want to dress their kids in cool brands for less – kids grow so quickly that it doesn’t make sense to spend loads of money on expensive brands when you can get them in pristine condition at a third of the price and I feel like people are not only more aware of the environmental impact of overconsumption these days but also, it’s just so much more affordable to shop secondhand. It used to have a bit of a different connotation, when I was growing up it was sort of seen as you would only shop secondhand if you couldn’t afford to buy new but that’s really not the case anymore.
Do you come across pieces which are hard to let go of?
Yes! I’ve got 2 boys who are 18mths & 5yrs so I’m forever battling as to whether to keep stuff for them or sell it on, especially when really cool stuff comes in but the great thing about my shop is that I can resell all the items they grow out of so more often that not, I’ll let them have a few wears of an item I really love and then re launder and then sell it on – circular fashion at its finest!
What are you looking out for when sourcing your pieces?
Quality over quantity! I’ve got a tiny shop so I have to be really conscious of space but I absolutely love kids fashion and I really enjoy searching for cool one off vintage pieces, and also coming across old season high st & designer items that you can’t buy anymore but that are still in mint condition. I wanted the shop to be filled with curated items in really good condition so that it feels like the experience of shopping new when you come in. I get so excited when customers come in with bags of new (but old!) goodies for me to look through, if I’m honest it definitely satisfies my urge to shop as well!
Do you think shopping second-hand is a trend or is it here to stay?
I really think there’s been a massive shift in people’s awareness of over consumption generally and I really think lockdown/COVID has helped people refocus on buying what they really need rather than just mindlessly consuming. Fast fashion brands are massively jumping on the bandwagon of sustainability at the moment but the fact is, the only real way to be truly more sustainable is to consume less, and when you can get such amazing stuff at a fraction of high st prices why wouldn’t you? Social media has also made sourcing cool secondhand stuff so much more accessible for the masses. It’s fantastic that it’s finally getting its moment in the spotlight and I really hope it’s a trend that’s here to stay.
Where can people find Tot Swap Shop?
I sell via my IG account @totswapshop and in store at my shop in Blue House Yard, Wood Green. Boutique 4, 5 river park road, London N22 7TB.
Check out our editorial featuring pieces from Tot Swap Shop here.
Words by Brittany Rosa.
Find Brittany Rosa on Instagram at @brittanyrosa_ and online here .