Why Sweden Wants You To Share Your Clothes On Instagram
The country's #ShareWear campaign is designed to start conversations about sustainability in its growing fashion sector.
Making clothes look just right requires resources, and the fashion industry knows it: According to a study by Levi Strauss & Co., for instance, creating a new pair of jeans takes 3,800 liters of water. To promote sustainability in fashion, VisitSweden and the Swedish Institute recently launched the ShareWear campaign to loan out brand-new garments from top Swedish brands for free—but only if borrowers pass them forward via Instagram after a week. The campaign organizers hope that the concept will inspire folks to loan out their own garments as an alternative model to letting unused fashion pile up in closets.