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Swedish fashion industry launches shared garment collection

Xinhua, January 21, 2016 Adjust font size:

Swedish business groups on Wednesday launched a clothing-sharing campaign that will let users borrow garments and later pass them on to others in order to promote more sustainable patterns of textile consumption.

Swedish fashion designers such as Filippa K, Weekday and Whyred contributed designs to the collection, which is made available on a website and through social media, tourism promoter Visit Sweden announced.

"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," said Sofia Kinberg at Visit Sweden, which is jointly owned by the country's tourism industry and the Swedish government.

"The Sharewear collection aims to raise awareness in the industry of this issue, while also offering an alternative solution," she added.

The first person to comment on an image of a designer-branded garment uploaded onto the photo-sharing app Instagram will get to wear the item for a week before handing it off to another person, Visit Sweden said.

"Sharing clothes instead of throwing them away is good for your wallet and good for the environment," said Henrik Selin at government agency the Swedish Institute, another of the project partners.

Swedish fashion companies saw global sales of 264 billion Swedish krona (30.76 billion U.S. dollars) in 2014, according to the Association of Swedish Fashion Brands. (1 U.S. dollar=8.58 Swedish krona) Endit