Our idea was simple: Instead of throwing your clothes away once you’re over them, you could give your clothes the chance to fall in love with someone new. So together with seven of the most prominent Swedish fashion brands we launched ShareWear – a ready-to-share collection of Swedish fashion pieces that you can borrow for free. The catch? You have to share the items forward.

ShareWear is a co-created collection aiming to make ready-to-share the new ready-to-wear. The collection have been created by some of the most prominent fashions brands in Sweden, including Filippa K, Hope, House of Dagmar, NIKOLAJ d'ETOILES, Uniforms for the Dedicated, Weekday and Whyred.

The collection was launched on Instagram using #sharewear. The first person who commented on a photo of the item got to borrow it for a week. Once the week was over, the user shared the items forward by uploading a photo to Instagram and handing it over to the first person who commented. The ShareWear collection is also available in a digital showroom at Sharewear.se where fashion-sharers can learn more and browse the different items.

We employed a trickle down media strategy targeting elite media in relevant segments, allowing our initiative to filter down. To spark discussion we invited journalist to take part in the initiative and try out the item available in their city. This launch plan was executed on January 20, 2016, a few days before Swedish fashion week.

Outcome/awareness: The ShareWear collection consists of 30 original items but people are also encouraged to contribute to join the movement by sharing their own clothes. And people from all over the world are joining. From Australia to Albania people are sharing their clothes using the hashtag #sharewear.

Knowledge/consideration: Since the launch in mid January the initiative has spread from Sweden to more than 100 countries and generated 340 000 000 in reach and more than 400 articles including top medias such as Fast Company, Quartz, Independent, HuffingtonPost, Telegraph, Elle and Harper’s Bazaar calling it “a disruptive take on fashion” and “a genius plan”.