Now the ‘Reinvent – Reimagine’ collaboration between University of Staffordshire and the Stoke-on-Trent-based hospice has culminated in a touring public exhibition. The aim is to take it to all 21 Dougie Mac shops across North Staffordshire – before arriving at the brand new Hanley store opening in May.
Fourteen students from the BA (Hons) Fashion course were set a brief to attract Gen A and Gen Z shoppers by transforming vintage and pre-loved garments into new eye-catching clothes. Some of them focused on the design side and others came up with marketing campaigns.
Their creations include a lace top and jeans inspired by the stained glass at Stoke Minster. There’s also a three-piece outfit made from a tent.
Course Leader Holly Nancarrow-Hassall said: “They were given vouchers by Dougie Mac to purchase clothing from a store. I said don’t pick garments you necessarily like – pick garments with lots of fabric.”
She’s been delighted with their transformations, which will be on show at the University’s UniCube Gallery for three weeks before appearing in shop window displays. The work also includes images of students modelling the outfits, which were shot by BA (Hons) Photography students.
Fashion student Abi Rogers used a denim jumpsuit and orange dress to create her new frock. The 21-year-old, from Dudley, said: “A lot of it is patchwork. Sustainability is experiencing a really key moment in fashion right now. This is making something new out of something second-hand.”
Lilly Bollard focused on the marketing brief and also organised a photo shoot. The 22-year-old, from Birmingham, said: “I came up with a 2000s-1990s-indie-disco kind of vibe. People don’t necessarily think charity shops are for going out clothes, but they can be.”
Ellie Fyles devised a social media promotion and also explored grunge-style clothes. The 19-year-old, from Blurton, said: “It was about the things that would get a younger generation into the shops.”
On the back of the collaboration, Abi, Lilly, Ellie and fellow Fashion student Lauren Robinson have now won work placements at Dougie Mac. They will be creating marketing content for the charity as part of the two-week experience.
Patrick Ang got a special mention for his outfit, made from scarves and other materials. The 22-year-old, from Congleton, said: “I like the variety of the exhibition because everyone has gone down a different pathway.”
Photography student Luke Chan, 20, from Liverpool, was also keen to get involved. “I’m not primarily a fashion photographer, but I’ve liked expanding my repertoire,” he said.
Liz Clarke, Head of Retail at Dougie Mac, said the shops generated 40% of the £20 million needed for vital care services every year.
“We are already seeing more young people coming into the shops. The fact it’s affordable and sustainable is very important,” she added. “I hope this raises awareness of how preloved items can be reimagined.”
Sally McGill, Chief Financial Officer and Deputy Chief Executive at the University, was part of the judging process. She said: “I would like to thank the fabulous, talented individuals who have made these amazing garments.”
Industry projects form an important part of the Fashion degree and enable students to put their creative, technical and business skills into action. It’s one of the reasons why the University is ranked in the top 5 in the UK for fashion and textiles (Guardian University Guide 2025).