Abigel Sheridan, founder of Chic Mamas Do Care says it all started in her living room in 2010. “I wanted to do something impactful to support education in South Africa; in under resourced areas and neighbouring communities around us.” At the time, she had been studying about the connection between environmental degradation and poverty, sustainability and development, which led her to start organising monthly Exclusive Fashion Exchange Parties at her home. “Pre-loved clothing became the tool to create social change and raise awareness on many levels about the challenges we are facing,” she says.
Like Abigel, I agree that we need to realise our interconnectedness with nature and that our resources are finite. It is because of this belief and her passion for making a difference that Chic Mamas Do Care is where it is today. In fact, alongside brands and eco-warriors like Sealand, they received the Silver Award under the Eco-Fashion and Lifestyle category at this year’s Eco-Logic Awards.
“According to the latest research, we have manufactured enough clothing on this planet for five generations!, Abigel exclaims. “That is a huge amount of resources, pollution and poison into our rivers, air, soil… We need to keep raising awareness about the connection and the consequences of our actions, even when we talk about what we wear.”
Shop and support where the mamas shop and support
Today, Chic Mamas Do Care has shops in Cape town, Durban and Joburg and there they have Swap4Charity days during which people bring in seasonal items in return for tokens. “It’s a bit more than just donating clothing,” Abigel explains, “which we also appreciate, of course. Tokens have cash value and people can shop with them and buy other items from our rails. Instead of just buying new items, people are part of a circular system,” she says, “which in the end, helps various selected educational projects, as all the profit we make is donated to these amazing programs.” In 2023 alone, Chic Mamas Do Care supported 22 projects collectively and donated over R1.4 million!
One of the most exciting parts about what Abigel does, is sorting and selecting the items they receive. “The very good stuff goes to our online pre-loved marketplace, Love It Again.” She explains that the better the quality and condition of the items, the bigger the price they can sell it for. “The general pre-loved items are sold under our Chic Mamas label and the items we cannot sell in our shops go into different bags and are donated to different communities in need. Nothing goes to waste at Chic Mamas,” she emphasises. “We ask our clientele to bring in good quality clothing they no longer wear or need, in good condition and cleaned. We always say: Don’t give anything you would not want to receive yourself.”
The pillars of sustainability
Their circular fashion operation is based on the three pillars of sustainability: People, planet and profit. According to Abigel, these pillars are key to tackling the current sustainability crisis. It consists of economic, social and environmental elements and if any of these elements are weak, the system is unsustainable. “We believe the system we created can be a long-term solution to serious and urgent matters, like the pollution created by fashion and retail itself.”
Creating awareness
According to Abigel, the Eco-Logic Award is a beautiful award to have. “Being part of this amazing eco-conscious community feels just perfect for us and we feel we are with our tribe! Not only our Chic Mamas team, but our supporters and larger community too, who understand the importance of eco-conscious living.”
Be part of something bigger
If you’d like to support Chic Mamas Do Care, head over to their online shop or donate the items you no longer need to them. You can also participate in their Swap4Charity initiatives, or become a volunteer and take up a shift or organise collection parties for them. Either way, you will be part of the bigger picture of making an impact.
For more information, visit www.chicmamasdocare.org.za.
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