In January 2016, VisitSweden and The Swedish Institute launched ShareWear, a digital platform that aims to inspire a sustainable way to be fashionable.
The platform consists of a “ready-to-share collection” with Swedish fashion pieces from Filippa K, Hope, Whyred, Weekday and more, that you can borrow – but only if you share it forward. To borrow a piece of clothing you search the hashtag#sharewear on Instagram, comment the image of what you want to borrow and set up a meeting with the person you are borrowing it from. A week later you need to share it forward. You do this by uploading an image of the garment with the hashtag #sharewear. Then you repeat what you did when you borrowed your piece of clothing.