In just two short years, our little idea has become very, very big. Since 14 January 2014, over 400 Street Stores have popped up globally. But where did it all begin? Well, we needed to create awareness and bring in donations for our client, The Haven Night Shelter, with a budget of R5,000. So we created The Street Store – the world’s first rent-free, premises-free, free “pop-up clothing store” for the homeless, found entirely on the street and stocked by donations. Since homelessness is universal, we went open source, making the Street Store artwork available online thestreetstore.org where thousands of people have downloaded our posters. Within two days of calling for donations, we trended nationally on social media, were covered by prominent blog posts, websites, TV and radio stations. Bono’s One Organisation, Huffington Post, Trendhunter, Good, Fast Company, Upworthy and thousands more shared our story – generating PR in excess of R41million.