SWOP was conceived and established by René Broeders. Fashion retail has always been part of his life, and he has always worked in this business.

A 2006 documentary about the cradle-to-cradle concept prompted René to think in a new way: how can we integrate more sustainability in the fashion industry and how can retailers work together with their customers?

This marked the birth of SWOP: a simple way for fashion retailers to highlight sustainability among consumers at the same time as stimulating the circular economy. Now, 10 years later, the first SWOP-boxes are installed in stores.