Anyone can open up their closet, however. Would-be participants only have to snap a photo of the item they want to share, upload it to Instagram, and tag it with #sharewear to contribute to the movement.
You can also browse the ShareWear collection at its digital showroom at www.sharewear.se, which uses an interactive map to track past and present participants and establish a chain of custody.
By encouraging sharing over disposing, ShareWear aims to inspire a “more sustainable way to be fashionable,” said Henrik Selin, head of department for intercultural dialogue at the Swedish Institute, a public agency that promotes Sweden and Swedish issues globally.
Money can buy a lot of things, the campaign notes, but it can’t buy style.
“Every 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, global marketing director of VisitSweden. “The ShareWear collection aims to raise awareness in the industry around this issue and at the same time offer an alternative solution.”
You don’t have to be Swedish to flex your sharing muscle, either. There’s even a garment tailored to the American market: a blue dress by the House of Dagmar, U.S. size 4.