Pola Fendel and Thekla Wilkening had first only a small idea – its fashion concept in Germany is now known.
Who would have thought that once said it would be in our consumer-crazy world to borrow clothes instead of buying them? Actually is now everywhere in Germany loaned and swapped, and especially on line.The pioneers this concept: the Hamburg Pola Fendel (25) and Thekla Wilkening (27) They were among the first who recognized the new trend of the textile industry and founded the”Kleiderei” : a rental platform for clothes.
Since there are more and more lend – and file-sharing on the Internet, including the 2012 founded “pret a Louer” or the platform “Dress coded”, the designer dresses and Dirndl rented.
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Under the slogan “you’ve got style, you’re borrowing dresses” they provide since all whom her own wardrobe is too boring, with an never-ending endless wardrobe. What started in a small store in Hamburg with 300 pieces of clothing, now has grown into a Fund with more than 3,000 parts which are sent every day.
For a Subscription fee of € 34 , you can borrow four parts each month. “That this trend extends finally also increasingly on dresses, is in addition to the usual reasons for the sharing – conserve resources, save money, accumulate less possession – also on the growing consumer awareness”, says Pola Fakir.
“The scare from working and environmental conditions of the clothing industry and increasingly be alarmed.”Consumers wondering: what can I buy at all yet in good conscience? “And that fueled alternative ways of dress consumption.”
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Since the “Kleiderei” went on line four years ago, there are more and more rental or barter exchanges in Germany, in smaller and larger cities.
You stand against the urge to constantly having to buy something from becoming ever cheaper clothes. “The cheap prices tempt to, to buy a part of without hesitation, you don’t really need more”, says Kristen Bodde, textile expert at Greenpeace. According to a study by the environmental organization, many pieces of clothing are only once or twice worn before they remain forever in the closet or even be thrown away.
As a measure against the waste of Greenpeace has organized at the same time a dress swap party last year in 40 German cities, of a total 10,000 people went through. Each participant could five sort out clothes bring and redeem for five new.
For the “Kleiderei” epikur also involves the thoughts, to test themselves and for a month to buy a new style, the you must set is not forever. The pieces include Pola and Thekla from donations, now come not only from individuals but also from young designers.
This loan not only the 19 year-old student with a small purse in the “Kleiderei”, just as clothing for a month order also the 35 year-old bank employee and the fashion lovers pensioner. Only men’s fashion does not exist in the shop still – she should come soon.
Through the Internet the or ganisation of replacements has become easier – which of course is an ancient principle . N eu is that the people who today share, represent a backlash: a parallel flow to the accelerating change in fashion.
Every day comes new goods in the shops, on eco-fashion many don’t dare approach: as sustainably produced clothes according to Greenpeace do from so far just under five percent of the purchased textiles in Germany – also if the offer is growing steadily.”No question by now is that the fashion industry in general needs to change,” said Pola Fakir. “And the many growing ever more attractive alternatives such as vintage fashion or just sharing pave the way for a profound change, which is certainly not only a trend.”
An whole new industry has arisen from the Sharen: who shares belongs to a community, and which holds together.