Sharing fashion is caring fashion

Norway (Oslo)

The fashion industry is well known for its negative impact on the environment. Clothes make up a significant portion of ocean plastic, and their production is responsible for around 20% of industrial wastewater pollution as well as 1.2 billion tonnes of greenhouse gas emissions. Thanks to fast fashion, we’re buying cheaper clothes that don’t last, and it’s unsustainable.

Fjong’s solution is to create a country-spanning shared wardrobe of clothes for short-term rental. The company itself offers over 4,000 outfits, and other lenders can sign up to rent out their own neglected clothes. Users simply view the outfits online and then book them for a period of time, up to six months in advance.

Know of a project that’s transforming the fashion sector? Submit it here, and we’ll spread the joy by mapping it on the Atlas.

Written by

Fiona Shaw, Publisher, Ethos Magazine (05 August 2020)


Ethos Magazine is for and about ethical entrepreneurs, innovation and sustainability.

Project leader

Sigrun Syverud, Founder


This project has been selected as part of FashionFutures, a new  content channel that maps the work of people transforming the fashion sector: the designers, craftspeople, social innovators, educators, community leaders and communicators. Atlas of the Future is excited to partner with Makerversity, with the support of The J J Charitable Trust and their network of fashion friends.

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