Bows Boutique, set up by one of the teams to raise money for Great Ormond Street Hospital (GOSH), features a range of charity hoodies, vests and T-shirts, which have become ‘must-haves’ in the fashion world.

“A craze has developed for these hoodies and T-shirts, which are selling out every week,” said Mariusz Stochaj, head of products at Continental Clothing, supplier of 90% of the charity garments.

To keep pace with demand, companies like Continental Clothing only have three days to get the garments into store.

“It is a prime example of the fashion oriented companies in the printwear industry influencing and facilitating ‘fast fashion’ – a concept in fashion retail whereby the high street is able to react instantly to the fast changing trends with new printed garments,” said Stochaj.

The boutiques sell stock from Thursday to Saturday, then re-order blank fashion garments on Monday, which have to be printed or decorated over the next two days ready to go on sale from Thursday.

“It’s about slashing lead times to under a week to react instantly to market trends,” added Stochaj. “People see something on TV and they want it instantly – they don’t want to wait 12 weeks. It’s fast fashion at work.”

The GOSH hoodies will be sold online at www.goshhoodies.co.uk once the show has finished.

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