“People don’t give me money because they just think I’ll spend it on crack and cider.” These were the words that prompted Charlotte Cramer and Scarlett Montanaro to launch CRACK + CIDER, the world’s first concept store where customers buy products which are then distributed directly to London’s homeless in time for Christmas.

Based at the ethical homeware store One Good Deed Today in Hackney, East London until 12 December, there is also an online shop at crackandshine.com where you can choose from a selection of practical goods, ranging from a £5 umbrella to a £60 ‘Warm and Dry Set’.

As many as 7,581 people slept rough on the capital’s streets between 2014/2015 – up from 3,673 five years previously, according to homelessness charity Crisis. Stephen Robertson, CEO of The Big Issue Foundation commended the initiative as “an opportunity to take some direct action to help rough sleepers”.

Buy in-store at One Good Deed Today, 73 Kingsland Road, E2; or shop online at crackandcider.com until 12 December