SHARE

Ultra-fast fashion brands like Shein are constantly speeding up the fashion world. New styles and numerous mini-collections released daily fuel our desire for new clothes, making us feel like our wardrobes are no longer trendy. But why not unleash our creativity by styling new outfits with what we already have? SHARE offers a real alternative to buying new. We’ll give you tips on how to style yourself more consciously and sustainably with SHARE.

In our Deep Dive, we explain the SHARE technology and provide a bit of background information on the associated social, environmental, economic and political aspects. If you want to learn the best ways to SHARE your clothes right away you can jump straight to our tips.

Sharing Instead of Owning: By sharing clothes, you save money and resources while also enjoying fashion together with other fashion lovers. When you swap clothes, you exchange well-maintained pieces for other items that you envision wearing more often, without getting your original items back. Borrowing or renting is ideal for special occasions or seasonal needs, as you only have temporary access to the clothes and they are returned to their owners.

Swapping is most sustainable when it happens locally among friends, family, or neighbours. Have you ever been to a swap party? You can also attend public clothing swap events organised by many clothing swap platforms. Check our MAP for details. Alternatively, you can swap your clothes through digital platforms like kleiderkorb or uptraded, bringing variety to your wardrobe without spending money.

When borrowing or renting, items only temporarily change ownership. In addition to borrowing among friends, you can use platforms like wedresscollective to rent clothes from other fashionistas for a fee, or offer your own pieces.

Sharing clothes breaks away from conventional ownership and provides benefits and joy to everyone involved. Here are some points to consider.

Another option is renting clothes from fashion labels or clothing rental services. With subscription providers, you pay a monthly fee to borrow a certain number of items. Alternatively, you can rent clothes for special occasions at a fraction of the purchase price. Leasing is also an option: you pay for a garment in instalments and later exchange it for an update or keep it.

Since the world has enough clothing to meet demand for the coming decades, SHARE is a great option for making better use of existing clothes instead of buying new ones. According to calculations by Fraunhofer ISI, "shared fashion can save around 31% of greenhouse gases, 31% of energy consumption, and 37% of water compared to buying items individually" (2).

For occasion wear such as evening dresses, we can significantly increase the frequency of use. According to the Ellen MacArthur Foundation, a dress that is rented out is used an average of up to 26 times, compared to only abouttwo times if it is purchased (3). Although renting through online platforms involves considerations like cleaning, packaging, and transportation, the environmental impact is considerably lower compared to manufacturing new products (4). Sharing locally is particularly resource-efficient compared to utilising large companies' offerings, which often involve the rental of new rather than pre-loved items.

The fashion world and our consumption habits don’t change overnight. Do you sometimes feel bad or frustrated when you break your sustainable consumption resolutions?

The belief that "buying makes you happy" has shaped our purchasing behaviour over the past decades. Whether it’s a new bag to celebrate a promotion or a stress-induced purchase after a tough day—many of us are familiar with this pattern. For a more sustainable approach to clothing, slow consumption and proper care is key. SHARE offers us the opportunity to embrace a new lifestyle that prioritises quality and connection to our clothes over quantity and consumption. By sharing and borrowing clothing, we become part of a community that enjoys fashion together. This fosters new friendships at swap parties as we exchange ideas on various styles, making it easier to buy new items less frequently.

Would you like to refresh your wardrobe cost-effectively with SHARE?

Renting for special occasions is cost-effective, as the rental fee is much lower than the purchase price. If you want to try a rental service, check which option best suits your available budget and needs, to ensure the rental is worthwhile. Consider how much you spend annually on newly-produced fashion and compare this with a membership fee for a rental platform.

With leasing, you pay a fixed fee for a specific period, such as for a pair of jeans, and have the option to either take full ownership of it later at a discounted rate or exchange it for a new item. This often includes maintenance and repair services. Leasing is particularly advantageous for durable and high-quality items like jeans, outdoor jackets, or good shoes.

The most important solution for a sustainable wardrobe remains slow and mindful consumption (RETHINK) and the application of life-extending practices such as CARE, REPAIR, and REMAKE. SHARE offers a more sustainable alternative to buying new but should be considered as an occasional option. To create a more sustainable look, it is advisable to have a foundation of durable essentials in your wardrobe and complement them with second-hand pieces or rented statement pieces.

Sharing products is more than just a personal choice — it impacts the environment, economy, and society, making it an important political issue.

Policy makers play a crucial role in promoting SHARE in the textile industry: regulations are needed to ensure fair conditions for both providers and consumers, as well as to address liability and tax issues. To make SHARE more attractive than buying new, targeted education and communication are essential, supported by incentives such as reduced VAT on rental products. Communication campaigns and educational programs are as important as economic policies that encourage consumers and businesses to shift from single-use to reusable solutions.

Product quality is critical for successful SHARING—only durable and well-made items are suitable for sharing and borrowing. From around 2026, durability and quality will become mandatory criteria for fashion brands bringing products to the European market under the EU Ecodesign Directive. Appropriate labelling with basic product information could encourage consumers to share and borrow products, as product details are available, and the product is easier to verify.