Your green, smart and endless wardrobe

We all need clothes, but we produce, consume and waste much more than we need. Since the year 2000, the global textile production has more than doubled. Every single second, a truck load of clothing ends up in landfills or gets burned, half of which has rarely or never been used.3 The textile industry needs to move from a “make, sell and throw away”-linear value chain towards a fully circular economy. Although the industry has an increased focus on optimizing production and recycling processes, there is still a lack of innovation in business models for how to create value from better utilizing each garment. Sharing is an essential part of a circular fashion economy, and FJONG wants to make clothing rental more attractive than buying new. FJONG aims to revolutionize the way we consume clothes. We want to offer smooth access to clothing through sharing and make rental based consumption more attractive than buying new, at a large scale.