FUTURE OF RETAIL
Plus, spot and snap any of the retailer’s ambassadors—who will be tooling around town till Sunday in jackets emblazoned with messages such as “I’ve been around,” Love me or leave me,” and “You don’t own me”—and you’ll be entered to win a curated wardrobe worth €1000 ($1,130).
A poster on the wall of the store explains its ethos. “If we want fashion to stay relevant and aesthetic [sic] inside and out, we need to be personal, simple, and long-lasting,” it reads. “Ecosystems are our inspiration. Sustainability is our guide to growth. We are dedicated to a carefully curated wardrobe built on personal style, circular design, and a holistic approach to business. How we do something is how we do everything. What we do is long-lasting.”
In a circular economy, our wardrobe is “curated in a whole new way,” according to Elin Larsson, sustainability director at Filippa K. “We will have a mix of new, long-lasting pieces and secondhand,” Larsson said in a statement.
And collaborative consumption, it seems, is a concept the firm is more than willing to get behind.
Besides its occasional forays into “leasing the look,” Filippa K is also one of the brands participating in Sweden’s “ShareWear” clothing concept line, which anyone can borrow for free—provided they share it forward, that is.
“Leasing clothes will also become more common as a way of updating the wardrobe,” Larsson said. “We believe that the future fashion store will center around a circular mindset rather than the existing linear one.”