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Make it last talks with the founders of RentAtrend, a Swedish startup making it possible for people to rent each others' designer clothes.

With the rise of the sharing economy, the concept of renting is about to gain real ground in the fashion industry. Make it last talks with the founders of RentAtrend, a Swedish startup making it possible for people to rent each others’ designer clothes.

How did the idea of launching a rental service between individuals come about? 

– The idea basically came from the constant feeling that we had nothing to wear yet our closets were overflowing with stuff. We sat down over some lunches and discussed the possibilities of actually making a business of it. We saw a pattern: all of us had at some recent occasion borrowed an item from a friend. It took us a few months to come up with a clear concept and a vision of what we wanted to create but this is where we finally ended up. The first months basically consisted of research on consumer behavior today, the economics behind a woman’s closet etc. The ideal outcome would be to be able to create an online community where it feels like you can roam all your favorite closets, and for only a fraction of the original price. After all, who doesn’t want a Chanel for 30 Euro?

 What are your eco fashion predictions for the coming year?

– We think it is important that large corporations like H&M are making steps in the right direction, with for example garment collection, eco-friendly collections and conscious collaborations. Looking into markets across the Swedish boarder, renting fashion is actually growing enormously with companies like Rent the Runway, and hopefully this will develop further. A lot of new, really trendy sites for second-hand fashion are also growing now and we think people leaning towards spending more money on high-quality stuff knowing there is a possibility that it has a relatively high resale value.

Do you think the idea of renting instead of buying is something that will be more common in our lives in general?

– Definitively! Looking at how we live our lives right now, we can absolutely see that ‘sharing really is caring’. Just in Stockholm there are several different ‘car-sharing’ options, and of course AirBnb which has revolutionized the way we travel and reside in other parts of the world. People are starting to value the usage of a product instead of the value of owning something. The Swedish parliament is also taking steps towards becoming the leading country within sharing economy and they are looking in to the risks and distribution of liability that comes with the concept. We think that most people are pretty excited about making money of things they have that they aren’t using. The easier it becomes for people to share, the more common will it be.


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