After many years in fashion, it became clear to us that there is a hole in the market and consumers are wanting to buy more responsibly and the best way to do this is to buy differently – to start buying second hand, start renting for occasions you need an outfit or item for single wear. By mixing different channels and products this is where we can really reduce the impact on the environment and create a closed loop fashion ecosystem. LABELL-D is about shifting the way we consume fashion. The unique digital label allows the platform to address any possible needs for each product, from resell to repair or rental. I’m a consumer firsthand, and part of our goal in creating LABELL-D was to make it easier to shift between these different channels instead of having thousands of options that you need to shift between if you want to resell an item that doesn’t work for you and isn’t returning its value or if you need an outfit for a specific occasion that you won’t wear again.

LABELL-D for us is about solving the pain point for the customer. We have seen purchasing patterns shifting and we see that consumers love fashion and they want a different way of doing things. LABELL-D provides the tools to make this shift by making it easy for the consumer to shift their habits from what we do now to a more sustainable way with a one stop technology solution. It has the added benefit of turning purchases into assets which can be rented or sold on – over the past few years, fast fashion has become more ubiquitous, when the focus should be on choosing something beautiful and high quality, keeping and using this again and again, and if you find it’s no longer giving the same return on investment in terms of rewearing, selling it on to someone else who will use and love it, or renting it out to other consumers.