How does having an unlimited fashion wardrobe for a monthly subscription sound? DIVINE RIGHT?! Who knew this was even possible…?
Year after year, season after season, we clean our closets and get rid of thousands of dollars worth of merchandise and the worst part is there are brand new pieces with tags still hanging on. Kills me every time! Anyway the good news is I have found the answers to all our prayers.
Crista Repo. This genius entrepreneur is a fashion specialist who has introduced a Finnish business idea competition an alternative, more sustainable economic model for consuming fashion.
The idea is providing fashion as a service for wearing clothes to better cater the modern consumers demand for ‘Newness’ and reduce the amount of textile waste created. Imagine having a new wardrobe every week without spending any more money or feeling guilty! You only pay for wearing clothes. Imagine eliminating chores like laundry, ironing, and even packing?” SIGN ME UP!
Below is an explanation of this business idea- what I like to call the ultimate Luxury…
Posted by Start Me Up 2016 Business Idea Competition – Some Awards on Thursday, March 31, 2016
What can you do to make this happen for Crista?
Simply support by LIKING the pitch here on the START ME UP Facebook page.
How does it work?
The pitch that gets most likes on the START ME UP PAGE wins!
A little about the woman with the divine idea…
Crista has been in the fashion industry most of her life, from retail, PR, marketing, styling, creative directing and consulting. She completed a Masters degree in Science International Fashion Management at the London College of Fashion.
She defines fashion as a fascinating cultural phenomenon however has brought attention to the fact that fashion and textiles industry is the second most polluting industry in the world second to oil. It creates enormous amounts of waste. 1.2 million tons of clothing goes into landfill in the UK alone! Textiles have one of the poorest recycling rates of any reusable materials.
These devastating facts inspired her to look for alternative ways to consume fashion in a more sustainable way.
She asks for us to think back to the time we used to buy films just to watch them a few times, and further reminds us that they would just end up somewhere taking up space and collecting dust.
So why do we still do that with our clothes? We started renting movies and now we have Netflix! Thank god! Who doesn’t love a bit of Netflix and chill 😉
We still buy our clothes, some we rent but why couldn’t we take the consumption of fashion to a more advanced and sophisticated level that creates less waste and saves you time?
Yes fashion is not a digital product but there is no reason why the Netflix model couldn’t be applied to it…
We only wear 20% of our clothes on a regular basis. That means 80% of our clothes end up somewhere taking space just like your old DVD’s. That’s 80% of your clothing budget wasted! As an example consumers in the UK have an estimated £30 billion ($46.7 billion) worth of unworn clothes lingering in their closets.
Imagine putting your clothing budget into a monthly subscription service where you would have an unlimited access to all the clothes in your favorite shop internationally.
In this model you only pay for wearing clothes. You wouldn’t have to clean, iron or store your clothes ever again!
Who likes packing? What about carrying loads of heavy luggage? What about unpacking? You know the feeling when you open your bags just to discover all your clothes are squashed and wrinkled and then you need to iron them AGAIN when you just ironed them before you packed them!
Imagine if you could just go on Fashion Netflix and look up online from your travel destinations local store what you want to wear during your holiday or business trip. You can then order the clothes to be delivered directly to your hotel ready for your arrival. Imagine never having to pack again!
Today’s consumers are driven by ‘Newness’, We only wear our clothes a few times before replacing them with new (guilty as charged). We buy 5 times more clothing than in the 80’s and the volume of textile trash has gone up over 40% mostly due to the rise of cheap and disposable clothing- FACT!
It is nice to know that more and more brands are using more ethical fabrics but it’s important to recognize that the core of the problem is the way we consume fashion.
Businesses determine profits with the number of units they sell, therefore it is not in their best interest to make clothes that will last you long.
What we need is to find a more sustainable economic model for consuming fashion.
Fashion Netflix means you can borrow a product for a week or a month and when you get tired of it you just order a pick up and it will get professionally cleaned for someone else to use.
Imagine a service for wearing clothes for a monthly subscription and pay brands lease for each day their garment has been out on loan.
This model can be applied to various sectors in fashion such as Luxury items, Premium pieces, Kids wear, pregnancy wear, sportswear, you name it.
Again, please help support Crista in making this a reality but LIKING the pitch here on the START ME UP Facebook page .