For some time now, the logic of using swapping, the replacement of something with something newer, has taken hold as an ideal meeting point between the market offer, the need for savings and the need for reuse.
Hi-tech giants such as Samsung, for example, have adopted cashback systems, deep discounts and fees to allow users to "swap" an old model for a new one. Need to sell, of course, but it also allows you to control the disposal of technological waste and the recycling of materials, and ultimately it can be a success for the company and customers.
For Days, a US startup, has now applied this model to clothing. To be clear, it does not sell a suit: it sells access to a clothing exchange system. Lifetime.
The founder and CEO of the company, the 36 year old Kristy Caylor, was chosen to represent the most innovative and leading fashion entrepreneurs of Glossy 50, a who's who of industrialists capable of bringing about important changes and ethical improvements in the relationship between brands and people.
How does it work?
The mechanism of For Days is very simple. For $ 38 you can purchase an organic cotton garment (a t-shirt, a tank top, a long sleeve shirt) from company site. You keep it as long as you want, even forever. Whenever you want to change it, with $ 8 you can get an equivalent and new item from the catalog.
A way to change style over time and put clothes back into the circuit that will be "reconditioned" without excessive expense and without entering the waste cycle.
It is primarily a means of accessing a different lifestyle, one sustainable fashion which makes it useless to accumulate mountains of clothes over the life because it always makes new ones available in the right quantity.
If such services are imposed on mass use, I do not think we are far from introducing a "fee for clothes". A sort of monthly subscription that allows you to have a wardrobe that is always updated without excessive expenses and accumulations, perhaps with the possibility, when needed, to choose an evening dress or a particular style "on demand".
