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M&S plans live knitting installation for Shwoppers

Marks & Spencer is hosting a live knitting installation in their Marble Arch store with New York artist Andrew Salomone as part of this month’s Wool Week.

Customers are being offered the opportunity to co-create custom pieces of knitwear with Salomone and his ‘hacked’ digitally programmed knitting machine.

Members of the public can also tweet their images to @shwopping using the hashtag #woolweek. The best designs, images or slogans will be chosen by Salomone and knitted live in-store using wool taken from items donated through the retailer’s ‘buy one, give one’ sustainable fashion partnership with Oxfam.

Salomone described the Shwopping campaign as “a truly ambitious approach to a sustainable fashion retailing future”.

“I can’t wait to see the concepts the British public have up their sleeves – the possibilities, like with Shwopping, really are endless,” he added.

Shwopping, in partnership with Oxfam, sees M&S stores accept items of any brand in-store to be resold, recycled or re-used by the charity. The campaign has raised more than £1m to date, with over one and a half million items shwopped since its launch.

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