Motorway Service Area (MSA) operator Roadchef, has partnered with ethical streetwear brand start-up, Streetwise + Conscious (S+C), to launch a unique initiative at its Chester site, located on the M56.

The collaboration aims to engage younger Roadchef’s Chester employees and customers, centred around a "style inspired kindness" pop-up store, raising awareness of S+C's 'StreetSak' concept.

For every two streetwear items sold by S+C online, a rucksack filled with clothing essentials is donated to those experiencing homelessness.

The rucksacks are then integrated into customer orders and distributed by the Manchester homeless charity, Coffee4Craig - a drop-in centre providing essential support to the homeless community across the city.

Alongside fundraising for Cancer Research UK (CRUK), where Roadchef has helped to raise over £5 million in the past six years, the partnership with S+C highlights Roadchef's ongoing commitment to making a positive impact with local communities.

Tom McMillan, co-founder of S+C, said: “Rather than sell clothes, the aim of this pop-up was mainly to gather feedback about our concept from Roadchef employees, as well as passing customers.

"We’re thrilled that we managed to positively engage with around 40 per cent of the young people working at the Chester MSA, who all showed interest in working with us to push this collaboration forward.”

Mike Jackson, ESG and charity manager at Roadchef, said: "When I first met with the team from Streetwise + Conscious, it was a special moment.

"The concept has a real ‘feel good’ factor to it, which ultimately will engage with a wide audience and help with homelessness – an unfortunate situation that has become a major issue within our society.

"We’re looking forward to working with S+C to encourage our teams, initially in the North of England, to raise awareness of homelessness, and continue the amazing work fundraising for charities – an area that Roadchef prides itself on.”

Streetwise + Conscious is a start-up clothing brand dedicated to improving the lives of people living homeless through online sales of its streetwear.