The Exchange

→ Organ Donor Foundation of South Africa

Only 1% of South Africans are registered organ donors. In a culture shaped by consumption, where fashion trends often matter more than human need, we asked a bold question: What if style could save lives?

The Exchange was a pop-up boutique unlike any other. Located in Cape Town’s Cavendish Square, it looked and felt like a high-end fashion store — racks of beautiful clothing, accessories from 25 of South Africa’s top designers, curated with care. But there was one small twist: You couldn’t buy anything with money.

Instead, shoppers “paid” by registering as organ donors. No cash, no cards — just a simple, life-changing commitment. Register with the Organ Donor Foundation, choose your item, and walk out with something that matters more than most purchases ever could.

As Creative Director and lead designer, I was responsible for shaping everything from the store identity to the physical experience — crafting a space that felt both premium and profound. A space that didn’t fight against consumerism, but redirected it. A place where fashion’s influence became a force for good.

With just 500 items in-store, The Exchange had the potential to spark up to 3,500 lives saved. But beyond numbers, it created something more lasting: a conversation. About values. About culture. About what we choose to give, and what we get in return.