Something borrowed Sweden collaborators of Sustain / Sister

CITY : GOTTENBURG

COUNTRY: SWEDEN

Do you think clothing rental will become more mainstream across Europe and wearing a dress once to an occasion will become a thing of the past?

We definitely believe that this is a growing trend and a new emerging customer behaviour. The current consumtion rate is unsustainable and people are becoming more aware and cautious of their environmental impact.

Who is the Something Borrowed customer?

Our customers are females in the ages 25-40 years. They want to have a healthy and sustainable lifestyle but not on anyone elses expense. They want access to everyday fashion and a new outfit at work or a occasional party.

What are your future dreams and hopes for somethingborrowed?

We would like to make clothing rental a part of the regular consumers lifestyle. Sweden and Scandinavia is our primary expansion goal but we think that the rest of Europe has a lot of potential :).  In the future we are looking to expand into new segments such as maternity and baby clothing