VisitSweden and the Swedish Institute are the initiators of ShareWear.

Hashtag your clothes and pass them on to the next person

ShareWear encourages users to pass on their old clothes by posting them on Instagram with the hashtag #ShareWear. An idea relying on people’s interest in contributing to a sharing economy, it remains to be seen if the idea picks up enough momentum to go from niche trend to potential new fashion system.

ShareWear launched as a part of the Democreativity project, initiated by VisitSweden and the Swedish Institute, two key figures promoting Sweden on an international scene. The idea with ShareWear is to offer an innovative way of making fashion longer-lasting, to highlight the pros of reuse in a practical way, with Instagram as the main channel.

Each year, millions of tonnes of textiles are thrown away and while a lot of them should be recycled instead of tossed in the bin, a lot of these perfect-quality textiles – but perhaps not to the taste of the current owner – should of course be kept in use.

So, how does ShareWear work? The users are encouraged to use the hashtag #ShareWear on Instagram, posting images of garments they no longer use as well as finding current garments that are available to borrow from others.
When finding something you like, the idea is to tag yourself in the photo. If you’re the first one to tag yourself in the photo, you’re entitled to be the next person to borrow the item.

« If you’re the first one to tag yourself in the photo, you’re entitled to be the next person to borrow the item »

As well as encouraging users to share clothes that they are ready to pass on, ShareWear offers a “ready-to-share” collection that includes pieces from renowned fashion brands in Sweden, including Filippa K, Hope, House of Dagmar, Whyred, and Weekday. The garments in the ready-to-share collection are available in different sizes, and a digital showroom gives the user more detailed descriptions about the garments.

For #ShareWear to work, users have to communicate with each other under their own initiative. Users are themselves responsible for contacting each other when passing on or collecting garments. While ShareWear suggests a week as “rule” for borrowing an item, this is something that will surely differ from user to user. The users are also to arrange meetings themselves, and ShareWear does not provide for any kind of shipping. This aspect makes geographical proximity a must, in case the current borrower does not mind paying for shipping costs. This may or may not pose a problem; in an initiative promoting a sharing economy, perhaps paying for shipping is not such a big drawback for users buying into the idea. The future will tell – as of 17 May 2016 the hashtag #ShareWear includes 558 posts.

Visit ShareWear here.

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