In a bid to inspire a more sustainable approach to fashion consumption, Visit Sweden and the Swedish Institute have collaborated with well-known Swedish designers – including Weekday, House of Dagmar and Filippa K – to create a ‘ready-to-share’ collection.
The Sharewear initiative uses social media to cultivate a borrow/lend approach to obtaining and wearing clothes, in an innovative attempt to tackle the growing negative impact fast fashion has had on the environment and to promote an eco-ethical ideology among the conscientious fashion consumer.
Images of the inaugural collection were uploaded to the Sharewear Instagram account @Sharewear.Se at its launch on January 20 and the first people to comment on those pictures were then able to borrow those items for a week. At the end of the week the borrowers then shared images of themselves wearing the items to their own Instagram account with the hashtag #Sharewear in order to continue the cycle.
Going forward, users are also encouraged to contribute to the Sharewear collection by donating items from their own wardrobes. The initiative has so far gained traction not only in Sweden but also from sharers in London, Barcelona, Oslo and Amsterdam.
For details on Sharewear, visit its digital showroom at www.sharewear.se. For further reading around the eco-ethical agenda in retail and fashion, look at Retail: The Eco-Ethical Upsell, Calories for Clothes: H&M Poland Targets Young Urbanites, One to Watch: Bethany Williams, and Youth & Street Tumblr Tribes: Slow Folk.