Whether renting through a website or going old school and browsing a friend's closet, there are options out there for sharing clothes. But none quite like Sweden's latest initiative; Shareware loans you duds from top Swedish designers for free via Instagram—but there's a catch.
After a week, you have to reshare the garment, again on Instagram.
Swedish Institute’s Henrik Selin hopes the campaign will spark conversation about sustainability.
"The average Swede throws away 8 kilos of clothes a year. [ShareWear] is not a proposal to alter the Swedish fashion industry, but to do things in a slightly different way, to introduce the option of actually lending people fashion and giving garments a second life."
- Why Sweden Wants You To Share Your Clothes On Instagram | Fast Company