Students’ Gen Z-inspired fashion collection to tour Dougie Mac shops

A collaboration between University of Staffordshire and Dougie Mac has culminated in an exciting new fashion exhibition.

Students from the BA (Hons) Fashion course were set a brief to attract a younger audience of Gen A and Gen Z shoppers to Dougie Mac’s charity shops by transforming pre-loved clothing into new eye-catching garments.

While some of them focused on the design side, others came up with a promotional campaign.

Now the unique sustainable fashion collection, titled “Re-Imagine”, has gone on display within the university’s UniCube Gallery. After a three-week run there, it will tour Dougie Mac’s charity shops across North Staffordshire.

Liz Clarke, Head of Retail at Dougie Mac, said: “It’s been amazing to see how the students are able to take pre-loved clothes and transform them into fantastic new outfits. Dougie Mac’s charity shops are full of great quality, pre-loved items and it just goes to show that, with a bit of creativity, you can turn them into something completely new.

“It’s also been great to help the students learn more about sustainability. Dougie Mac’s shops sell pre-loved items, including clothing, shoes and accessories, homeware and furniture, all generously donated by our local supporters. By re-selling the items we receive, we’re preventing them from going into landfill, while raising vital funds to help us continue our care and support services for local people.”

The students’ creations include a lace top and jeans inspired by stained glass at Stoke Minster. There is also a three-piece outfit made from a tent.

Abi Rogers used a denim jumpsuit and orange dress to create her new frock. The 22-year-old, from Birmingham, said: “A lot of it is patchwork. Sustainability is experiencing a really key moment in fashion right now.”

Ellie Fyles devised a social media campaign 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.”

The exhibition includes images of students modelling the outfits, which were shot by BA (Hons) Photography students.

Holly Nancarrow-Hassall, Senior Lecturer in Fashion, said: “Industry projects form an important part of the degree course and enable students to put their creative, technical and business skills into action.”

On the back of the collaboration, Dougie Mac is also offering work placements to four Fashion students, who will gain hands-on experience in a variety of roles.

University of Staffordshire is ranked in the top 5 in the UK for fashion and textiles (Guardian University Guide 2025).