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