Designer clothes-sharing via Instagram comments

ShareWear enables people to borrow new designer pieces for free via Instagram and pass them on to someone else.

The clothing industry, which depends on seasonal trends, has a huge carbon footprint — tons of textiles are thrown away each year even if they are in pristine condition. Now, Sweden has launched a campaign to promote a more sustainable model, encouraging residents to pass their unwanted garments on. The initiative from VisitSweden and the Swedish Institute is called ShareWear, and it enables people to borrow new designer pieces for free via Instagram and pass them on to someone else afterwards.

The ShareWear collection, which launched on January 20, includes items from some of Sweden’s most prominent fashion houses such as Filippa K, Uniforms of the Dedicated and Hope. The clothes are being promoted through Instagram; the first person to comment on the image can borrow the item for seven days before returning it. Following the launch, the collection will be displayed on the website, with information about when they are next available. Users can also participate by sharing their own clothes — all they have to do is post pictures of the items on Instagram and add #shareware.

We have seen a number of businesses such as House of Bubbles, which are joining the movement of clothes-swapping or rental. How else could social media be used to streamline services in the sharing economy?