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New sustainable fashion initiative ShareWear encourages you to share clothes instead of buying new ones.


In 2016 you can do pretty much anything via your Smartphone.  Today comes the news of a recently launched initiative that encourages you to swap your wardrobe contents via Instagram.  The scheme is called ShareWear and part of a sustainable fashion initiative created by VisitSweden and the Swedish Institute.

According to their website they were compelled to create the project as a response to the waste crisis.  “Million tons of textiles are thrown away each year. But instead of tossing your clothes once you’re over them, you could give your ex-clothes the chance to fall in love with someone new,” the website explains.


By launching ShareWear they hope to both raise awareness of sustainable fashion as well as creating a unique solution to this ever-growing problem.

So how does it work? It’s pretty simple really. Items in the ShareWear collection are uploaded onto their Instagram feed, and the first user to comment will then be able to borrow the piece for a week. This person will then share an image of this piece with the ‘#sharewear’ hashtag making the piece again available to be borrowed. The idea is that a continuous chain of borrowing will then occur.

For ShareWear’s first collection of shareable fashion they have collaborated with a number of Sweden’s most prominent fashions brands including Filippa K, House of Dagmar and Weekday.


It’s not just these items that are available for sharing though. ShareWear are encouraging everyone to contribute to the ShareWear movement.

To share items in your own wardrobe simply post a picture of the piece you wish to lend with the ‘#sharewear’ hashtag and your location, and then just wait for your friends to start fighting over your stuff.

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