Sharewear by Visit Sweden and the Swedish Institute, Sweden Sharewear by Visit Sweden and the Swedish Institute, Sweden
Sharewear by Visit Sweden and the Swedish Institute, Sweden Sharewear by Visit Sweden and the Swedish Institute, Sweden
Sharewear by Visit Sweden and the Swedish Institute, Sweden Sharewear by Visit Sweden and the Swedish Institute, Sweden
Sharewear by Visit Sweden and the Swedish Institute, Sweden Sharewear by Visit Sweden and the Swedish Institute, Sweden

Sharing is caring

29 : 01 : 2016 Sweden : Visit Sweden : Swedish Institute

Sweden – Visit Sweden and the Swedish Institute have launched a novel fashion concept designed to curb waste and encourage sharing.

  • Anyone can borrow clothes from notable Swedish designers on the condition that they pass them on
  • Sharewear encourages people to rethink what they do with unwanted clothes and accessories

Garments including a men’s bomber jacket by Nikolaj d’Etoiles, a women’s leather bag by Filippa K and unisex jeans by Weekday are all available to borrow. All anyone has to do is ask. Each time a garment goes to a new owner he or she tags their location with a photo on Instagram using the hashtag #sharewear.

From here other people can request to wear the item in the comments section, which must be delivered cleanly and in the same condition it was borrowed. ‘Millions of tonnes of textiles are thrown away each year,’ says Visit Sweden. ‘But instead of tossing your clothes away once you’re over them, you could give your ex-clothes the chance to fall in love with someone new.’

The Big Picture

Fashion retailers from H&M to Jigsaw are finding ways to negotiate the desire for sustainability by creating a new aesthetic around recycling. Find out more in our Recycling Rebranded microtrend.

Discover More Daily Signals
Coinbase gamifies financial freedom with clever cinematic storytelling

Daily Signals

Coinbase gamifies financial freedom with clever cinematic storytelling

Creative company Isle of Any and director Oscar Hudson are collapsing the boundary between digital and physical in a cinematic advert for cryptocur...
FinTech : Advertising : Technology
H&M sets new benchmark for nature-positive fashion

Daily Signals

H&M sets new benchmark for nature-positive fashion

H&M Group has adopted independently validated land targets under the guidance of the Science Based Targets Network, marking a measurable step t...
Fashion : Retail : Sustainability
Stat: Why hangout retail is defining the future of shopping

Daily Signals

Stat: Why hangout retail is defining the future of shopping

New research from Lightspeed Commerce highlights a shift in retail expectations, with younger consumers prioritising connection over convenience.
Retail : Third Spaces : Statistic
The Future Laboratory unpacks Gen Z: Global Youth Atlas report at Breakfast Briefing

Daily Signals

The Future Laboratory unpacks Gen Z: Global Youth Atlas report at Breakfast Briefing

The Future Laboratory hosted its quarterly members-only Breakfast Briefing at London social club The Roof Gardens on 26 March 2026.
Global Events : Gen Z Global Youth Atlas : Gen Z
Foresight Friday: Seyi Oduwole, foresight analyst

Daily Signals

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Od...
Gen Z : Drinking Habits : Hyrox
Stat: Reddit emerges as retail’s hidden conversion engine

Daily Signals

Stat: Reddit emerges as retail’s hidden conversion engine

Reddit is emerging as a critical yet under-recognised force in the retail media mix, according to Fospha’s State of Retail Commerce 2026 report.
Reddit : Retail : Statistic
Sprite refreshes brand identity through sound

Daily Signals

Sprite refreshes brand identity through sound

Carbonated soft drink Sprite has launched It’s That Fresh, a new global platform rolling out across 180 markets that unites refreshed visual and so...
Drink : Branding : Sound
How Freaks of Nature is turning electrolytes into ingestible skincare

Daily Signals

How Freaks of Nature is turning electrolytes into ingestible skincare

Clean performance brand Freaks of Nature is expanding the boundaries of hydration with the launch of Skin Support Electrolyte, a 0g sugar daily pow...
Health And Wellness : Skincare : Beauty
Stat: APAC wage growth outpaces that in Europe

Daily Signals

Stat: APAC wage growth outpaces that in Europe

Wage growth is diverging globally, with Asia-Pacific emerging as the clear frontrunner.
APAC : Economy : Statistic
British Airways turns safety briefing into cultural escape

Daily Signals

British Airways turns safety briefing into cultural escape

British Airways is reframing the role of travel with a new campaign that positions flying as a psychological reset.
Travel And Hospitality : Marketing : Souljourns
You have 1 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN