Earlier this month Ikea told us we’d reached ‘peak stuff’. Stop buying stuff, they said. And now the eco-warrior Swedes have another novel idea: share your stuff. Or more specifically, share your clothes. With total strangers.
Sharewear is a new ‘ready-to-share’ initiative from Visit Sweden and the Swedish Institute, featuring items from leading designers like Filippa K, Hope, House of Dagmar, NIKOLAJ d'ETOILES and Uniforms for the Dedicated. The idea behind it is simple: Items are posted on Instagram, and the first person to comment underneath it gets it for a week, before passing it on in the same way. You can’t keep the clothes, and no money exchanges hands. This is quite literally style you cannot buy. They’re even encouraging people to share their own clothes by using the #sharewear hashtag.
I would say ‘thank god for that, I’m bored of buying new clothes’, but that would obviously be a lie. New clothes are never boring. But that’s why Sharewear is clever; it’s not saying stop wearing new clothes, it’s introducing a new way to wear new clothes
. And considering we throw away millions of tons of textiles every year, and the fast fashion industry is second only to oil
in its negative impact on the environment, it’s probably about time we started thinking of new ways to do things.
“Sharing clothes instead of throwing them away is good for your wallet and the environment. Share them forward if you want to be fashion-forward,” eulogises Henrik Selin, Head of Department for Intercultural Dialogue at Swedish Institute, who together with Visit Sweden are behind the idea.