They’re all about promoting conscious fashion consumption.
Two South Africans have come up with a brilliant way of promoting conscious fashion consumption. Simone Veitch and Kishana Naidoo have created a platform called Shared Collective and they are what is called a wardrobe rental app.
Their goal is to put an end to wasteful consumption of fashion by allowing people to easily rent out their clothes to those in need of selected items for a certain occasion or event. They have said that their entire business model was created to allow people to play an active role in ensuring that fashion is sustainable.
The duo said that sharing clothes is not something that is new. When they were students, they shared their clothes with friends and also borrowed outfits from people they knew when the need arose. The partners wanted to build a platform where people can take this idea of sharing fashion into a bigger and more commercial setting.
Shared Collective had a difficult launch, as they started at the height of the COVID-19 pandemic. But, that has also been their saving grace as people were less keen to spend money on buying new clothes when they could simply rent an outfit at a far better price.
They are not just about sharing fashion though. The brand is also focused on creating a sense of community where people can share the stories behind their fashion with each other.
The partners do believe that responsible and sustainable fashion starts with consumer habits. Their goal is to get people to change their habits by urging them to rent before they buy to create a better industry for everyone.