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Sweden launches ShareWear – style money can’t buy

Globally millions of tons of textiles are thrown away each year. But instead of throwing your clothes away once you’ve finished with them, you could give your clothes the chance to fall in love with someone new.

To inspire a more sustainable way of being fashionable, Sweden is launching ShareWear – a ready-to-share collection of Swedish fashion pieces that you can borrow for free. The catch? You have to share the items forward.

ShareWear is a co-created collection by Sweden’s foremost fashion designers, aiming to make ready-to-share the new ready-to-wear. The ShareWear collection will be launched on 20 January and the first items in the collection have been created by some of the most prominent fashions brands in Sweden, including Filippa K, Hope, House of Dagmar, NIKOLAJ d’ETOILES, Uniforms for the Dedicated, Weekday and Whyred.

“Each year millions of tons of textiles are thrown away in Sweden and other countries around the world, even though almost all of it could be recycled, donated or repurposed. The ShareWear collection aims to raise awareness in the industry of this issue, while also offering an alternative solution,” says Sofia Kinberg, Global Marketing Director at Visit Sweden.

The ShareWear collection will be uploaded to Instagram and the first user to comment on the photo of an item is eligible to borrow it for a week. When the week is over, the user shares the item forward by uploading a photo on Instagram and the first person to comment gets to borrow the item the following week. People are also encouraged to contribute to the ShareWear collection and join the movement by sharing their own clothes using the hashtag #sharewear.

“The aim of ShareWear is to inspire a more sustainable way of being fashionable. Sharing clothes instead of throwing them away is good for your wallet and good for the environment. Share them forward if you want to be fashion-forward,” says Henrik Selin, Head of Department for Intercultural Dialogue at Swedish Institute.

Following the launch on Instagram the ShareWear collection will be available in a digital showroom that can be accessed at In the digital showroom fashion-sharers can learn more and browse the different items in the ShareWear collection. By accessing data from Instagram uploaded by the current borrower of an item, users can see where a specific item of interest is and when it can be borrowed again.