The Big Stitch

The Big Stitch

Throughout July 2017, the British Heart Foundation (BHF) is running a national campaign – The Big Stitch – and is encouraging consumers to pop into a BHF shop, buy an item(s) and inject their own fashion flair to it.

With an extraordinary appetite for individual style growing, the BHF is championing sewing and dressmaking skills to encourage shoppers to stand-out from the fashion crowd.
For a whole month, The Big Stitch is challenging style seekers to put their own stamp on their wardrobe by encouraging shoppers to buy an item in-store and personalise it by practising sewing and dressmaking skills.

YouTube sensation, Just Jodes, who has over 160k subscribers and nearly 80K followers on Instagram, ise lending her support to the campaign. With a keen eye for fashion and style, she will be holding tutorials on her channel throughout the month to provide her tips on customisation and upcycling. Just Jodes said, “I am thrilled to be supporting the British Heart Foundation’s Big Stitch campaign. I’ve always been a big fan of adding extra touches to my clothes and believe it’s a great way to refresh my wardrobe without spending money on new items. BHF shops have so many hidden gems and the best part is that every penny goes towards funding their life saving heart research. I can’t wait to see what shoppers create and will also be providing my own personal style tips throughout July!”

With the fashion industry being one of the most wasteful in the world, the BHF wants to motivate all generations to see their shops as a one-stop destination for all their clothing needs, reminding shoppers that with over 750 shops nationwide, the vast fashion offerings at BHF shops give consumers easy access to buy beautiful, new and second-hand items while injecting their own style stamp. With basic sewing skills a thing of the past and with most wear and tear being easily-repairable, The Big Stitch is encouraging friends, families and individuals to get crafty, be creative and learn invaluable skills using BHF shop stock, all while educating buyers that every purchased item helps fund the BHF’s vital life saving research into the UK’s biggest killer – coronary heart disease.

Jax Black, Senior Costume Technician at London College of Fashion said: “It is great to see the BHF championing sewing and dressmaking skills. Making alterations, adding buttons, trims, embroidery and other decorative items to your BHF purchases are a great way to update your wardrobe this July.” London College of Fashion will be supporting The Big Stitch campaign with Jax Black joining Just Jodes in the online tutorials, showing her how to customise key trends with simplicity.

The Big Stitch runs until July 31st. Entries using the hashtag #TheBigStitch and tagging the BHF will be automatically entered into a competition. A winner will be selected and announced on Aug 1st.

For further information on The Big Stitch and information about how to locate your nearest BHF shop visit

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