The world’s first store for the homeless

Published: Thursday 5th November 2015 by Rich Sutherland

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CRACK + CIDER is the world’s first concept store where customers can buy products which will be distributed to London’s rough sleepers in time for Christmas. Launching in Hackney for one month only, and available online, from 4th November 2015.

Available both in store and online are five of the most useful items for rough sleepers:
1. Umbrella
2. Thinsulate hat, scarf, gloves
3. Fleece jumper
4. 40L backpack
5. Military grade waterproof jacket

If you live in London you are likely to walk past some of the city’s 7,581* rough sleepers every day and although many people want to help they don’t know how. Even local councils reinforce “giving to rough sleepers contributes to their early death” (Chelsea & Kensington Borough, 2015).

In fact, upon speaking with a local rough sleeper, the founders unearthed the same insight: “People don’t give me money because they just think I’ll spend it on crack and cider.”

Crack + Cider aims to give people a truly useful way of directly helping homeless people without giving cash. By selecting the products themselves the consumer also feels much more of a personal connection to the cause. Each in-store customer also receives a coffee as a thank you.

Stephen Robertson, CEO of The Big Issue Foundation, commented: “This initiative gives people an opportunity to take some direct action to help rough sleepers at the crisis point that is rough sleeping.”

The store will be launching with an event which aims to openly discuss how every one of us can improve the lives of our homeless neighbours with a panel of four prominent speakers, including Stephen Robertson of the Big Issue and award-winning architect James Furzer, who has been featured in the news recently for his homeless pods.

To help make a difference, customers are invited to One Good Deed Today, an ethical homeware store in Hackney, during the month of November where they can find the CRACK + CIDER space.

If you can’t get down to the store, you can shop online at and keep up to
date on how to improve rough sleeper’s lives by following @crackandcider.

Published: Thursday 5th November 2015 by Rich Sutherland

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