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Iceland’s first green, online clothing rental company

18.10.2021 - 14:42
Mynd með færslu
 Mynd: Kristinn Gauti Gunnarsson - RÚV
The first online-only clothing rental store in Iceland has launched with the promise of variety and cutting-edge fashion with a much smaller environmental footprint.

It is time for fashion to join the sharing economy at long last, its founders say. It is also time to eliminate fast fashion in favour of the greenest clothes of all: those that are already hanging in the wardrobe.

Icelanders throw away an average of 20 kg of textiles per person per year, according to the environment agency, which is double the European average.

Kristín Edda Óskarsdóttir, co-founder of, says: 
“There have been wedding dress hire companies, but I would say we are the first digital clothing rental in Iceland. You bring it to us, and we get it back out into circulation."

Co-founder Patricia Anna Þormar adds: 
“You actually get the same happy feeling as buying, but without the accompanying complication of owning something. Most [unwanted clothes go] to landfill, which is also very sad, because then it emits even more. We are trying to offer consumers fashion which is accessible, cheaper, and which also has a much smaller enviornmental footprint.”

“We are aiming to eliminate fast fashion. That’s the big, big goal, Kristín explains. “A lot of what we chose here to start this are items that are the ones that always seem to be in fashion, and that is what is perhaps the problem in some way: we seem to be being told that we are not in fashion. For example, I have been working on research into this, women throw away a lot more clothes because they get bored of them, or bought them in a hurry. The most environmentally friendly clothing is that which is already hanging up in the wardrobe at home. It would be so good to be able to provide a space where people can rent it out, earn some money, and extend its lifetime.” 

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