The startup is building a circular fashion platform and garment recognition system that enables consumers to exchange used clothing for credits and access to new wardrobes. Through a digital platform and data-driven infrastructure—designed to recreate the experience of “new” clothing—these credits can be used to access curated reused and upcycled garments. The platform thereby increases circularity within the fashion industry.
By developing a garment recognition system and applying behavioral design, curation, and a new form of staging reused clothing, the company turns garments into an active resource rather than a passive consumer good. The business model combines credits, subscriptions, and curated drops—including collaborations with influencers—alongside data-based revenue streams to create a scalable, economically viable, and behaviorally sustainable alternative to fast fashion.
Expected beta launch: January 2027.
For this SPRINGBOARD®, panelists with competencies/experience within these themes, are needed for sparring:
Introduction
The fashion industry is undergoing a major transition. Linear models and overproduction are no longer viable, and new EU regulations—such as the Ecodesign Regulation and Digital Product Passport—require brands to adopt circular models and document repair, reuse, and traceability. The startups’ solution responds to this shift by making circular fashion and garment tracking the default.
Problem and solution
The global fashion industry generates more than 90 million tons of waste every year, while less than 1% of textiles are recycled, largely driven by fast fashion. This imbalance highlights that the issue is not a lack of clothing, but the absence of effective circular systems to retain and re-use clothing value.
The primary consumers of fast fashion are young people aged 14–30. This group has a fluctuating economy, very high fashion consumption, and replaces clothing frequently—buying 5–6 items per month and owning on average 100+ items, more than half from fast fashion. They value novelty and convenience, shop predominantly online, and are increasingly fatigued by traditional climate-driven messaging. While second-hand platforms are widely used for buying, selling broadly remains too inconvenient and time-consuming, making most resale platforms only marginally circular. As a result, C2C models have failed to replace fast fashion behavior at scale.
The solution is a behavior- and data-driven service and platform that combines behavioral design, NFC garment tracking, and AI tools to make access-based use—swap, repair, upcycling—easy and rewarding. It helps consumers change habits and create a fashion industry that meets regulatory demands while creating new value from existing products. Gen Z is leading the shift toward sustainable and second-hand fashion, with the majority expressing interest in circular models, yet few scalable access-based services exist. Unlike ownership-based resale platforms such as Vinted, this solution reimagines fashion from ownership to access-based—similar to Spotify’s transformation of music—using behavioral triggers.
Ideal customer profile
Main customers are Gen Z/Y (14-30 years old) seeking creative solutions that allows them to change wardrobe often but without it being costly or damaging the planet. Consumers gain access to a access-based fashion economy and platform without overconsuming, while brands, governments and other data partners gain lifecycle data, empowering fashion industry regulations, and engagement in future fashion services.
The business model
The business model is a hybrid of B2C, and B2B revenue streams designed for recurring income, high volume, and international scalability. Revenue streams include
• B2C: Transaction-based revenue: credits- packages + betting rounds on limited upcycled influencer collabs.
• B2C: Platform fees
• Subscription models: Allowing consumers to e.g. swap 3 pcs. for 3 new pcs of garment
• Licenses & strategic collaborations: Allowing fashion brands to e.g. gain access to our software and logistics
• Data & analytics from anonymized behavior and NFC tracking: Empowering government entities to make qualified regulations, brands to trend forecast etc.
Expected transaction/ platform fees/ subscription spend: DKK 99-199/ month.
Ambitions
We expect within 3 years:
• 250.000 Nordic users
• 8–12 brand & data partners
• Revenue pr. garment: DKK 54,- per pcs. garment
• Year 3 revenue: DKK 65 million
Core cost drivers include digital platform development, logistic partnerships, marketing and operations.
Team
A – Behavioral Design Lead: Internationally recognized expert in nudging and behavior design with 18+ years of experience for clients such as the European Commission, Inditex/Zara, and Coop.
B – Business & Concept Development Lead: Serial entrepreneur with 19+ years of experience building and scaling businesses and leading complex operational organizations.
C – Technology & Platform Architecture Lead: Product architect with deep experience building scalable, data-driven platforms. Specialized in system architecture, automation, and translating complex operational flows into robust, user-centric infrastructure designed for long-term scale.
Status
The startup is early stage, with an ambitious focus on building a scalable business, balancing consumer experience, circular impact and commercial viability. We are facing strategic options related to business modeling, technological architecture, scaling and partnerships.
