Earth Day 2022: Eco pop-up selling refillable deodorant opens in Soho

A pop-up eco-friendly store selling sustainable products including refillable deodorant and reusable Chilly’s water bottles has opened in Soho on Earth Day 2022.

Londoner Zora Feraji, who says she has lived a zero-waste lifestyle “for years”, is opening the temporary shop, called 00.thestore, in central London’s Soho.

The store will open its doors to customers later today (Friday, April 22) to mark the annual climate change awareness event Earth Day, and remain open until Sunday, May 1.

Shoppers can purchase everything from sustainable period underwear from Ohne and EcoEgg sustainable laundry detergents to Stojo reusable coffee cups.

Owner Zora said: “Our goal with the store is to leave people feeling excited about sustainability and inspired to move closer towards a more zero-waste lifestyle, made easier by the range of products featured.

“We want to challenge big retail to think differently about their offering and encourage brands to change their supply chain.

“If we can influence just one person to use a reusable coffee cup instead of their daily paper one we’ll have done what we set out to do”.

Of her lifestyle, she added: “I’ve been living zero-waste for years now and while I do see this becoming more mainstream each year, we’re nowhere near where we want to be.

“I think it’s getting easier to make adjustments for a zero-waste lifestyle but you have to do your research and seek out the brands offering these products as mainstream supermarkets don’t carry these as options.

“We know that the climate crisis is real and we know we don’t have time to wait around to implement these changes.

“We need to act now.”

00.thestore is located at 58 Dean Street, Soho, W1D 6AL, and opens daily from 9am to 9pm.

For more information, visit https://www.instagram.com/00.thestore/?hl=en