As social media becomes more widespread, so do the innovative ways people can use the technology for good. Sweden, for instance, has jumped on the opportunity to use Instagram as a platform for swapping clothing for free. Wastefulness takes all shapes and forms and clothing is not exempt – we are all likely guilty of trashing an old garment which could be donated or repurposed. ShareWear intends on putting an end to textile waste.
Built on the honor system and all but taking out the middleman, ShareWear allows patrons to connect directly with one another over Instagram to share designer pieces. Each borrowed item can stay in one’s possession for one week before the borrower must post it on the social media site with the appropriate hashtag. The first user to comment gets to borrow the item next. Well-known Swedish designer pieces from Filippa K, Hope, House of Dagmar, NIKOLAJ d’ETOILES, Uniforms for the Dedicated, Weekday and Whyred are featured.
Sofia Kinbert, Global Marketing Director at Visit Sweden, stated “Each year millions of tons of textiles are thrown away in Sweden and other countries around the world, even though almost all of it could be recycled, donated or repurposed. The ShareWear collection aims to raise awareness in the industry of this issue, while also offering an alternative solution.” A part of Sweden’s Democreativity Initiative, ShareWear is intent on bringing to life the initiative’s 2016 mission of creativity and sustainability within the fashion industry. Not only that, but the program spans multiple economic classes who now have access to wearing high fashion pieces they have have otherwise never had a chance to wear.
Images via ShareWear, Shutterstock