ShareWear is a Swedish initiative to put a stop to discarding clothes and to inspire people to be fashionable in a sustainable way.
VisitSweden and the Swedish Institute instigated the initiative called ShareWear. Both organizations are responsible for promoting Sweden worldwide. ShareWear operates on Instagram, where users can borrow clothes from other fashion lovers. The hashtag #sharewear leads users to the right clothes, and whoever is the first to tag him- or herself in the picture gets to borrow the piece. The items can be kept for no more than one week, after which their temporary owner puts them back on Instagram so they can make other people happy. Swedish labels like Filippa K, Hope, House of Dagmar, Weekday and Whyred have even donated several items to kick-start the initiative.