Lána: A new marketplace to share your clothes

If you are wondering how to monetise the rarely-worn items hanging in your wardrobe, or perhaps how you could get access to your friends’, you’ve come to the right place.

The peer-to-peer business model or “share economy” is not new to Australia. Over the last couple of years we’ve taken to it in a huge way – with 1 in 6 Australians now using AirBnb, and over 2.4 million signed up on the Uber ride sharing app.

But when it comes to innovation in the fashion industry, we’re a little behind. Sustainable fashion advocate Edda Hamar, recognised the share economy as an opportunity to slow down overall fashion consumption. Over the past eight months, Edda and her team, have been working to create an alternative way to access fashion that has the potential to disrupt the industry.

“We saw the statistic that people only wear 20% of their wardrobe and we thought that was something we could change,” Edda says.

“Environmental sustainability is really important to me so I wanted to create something that was going to stop people buying more clothes and throwing clothes away.”

That’s where Lána comes in – a marketplace where you can share your clothes when they’re not being worn, and borrow from others when you’re in need yourself.

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A new way to access fashion

Edda says that the designer rental market has become extremely popular over recent years. What makes Lána unique is its peer-to-peer model.

“At Lána, we’re not trying to compete with the designer rental industry, we’re providing a way for everyday people to utilise the resources they have hanging in their wardrobes.” Edda says.

“We offer a new way to access quality fashion for those on limited budgets.

“For us it’s all empowering people and putting value back into clothing. Fast fashion is not the future, it can’t be.”

From November, owners and borrowers will be able to start using the peer-to-peer clothes sharing website. Find out more at lana.global.

As Edda puts nicely: “Fast fashion is not the future, it can’t be. Sharing our clothes is just one way we can work towards a sustainable future.”

About Author

Brittanie Dreghorn

Brittanie Dreghorn is the founder and editor of Britt's List, and an advocate for sustainable and Australian fashion.

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