Step into the heart of Amsterdam, where Ikram Cakir exchanges a vibrant blue and white blouse for a dazzling hot pink counterpart—a glimpse into the realm of Amsterdam’s groundbreaking «fashion library.»
Distinguished as one of the globe’s exclusive physical hubs for renting both pre-loved and new clothing, this «big shared wardrobe» stands as Amsterdam’s strategic response to the pressing issues of clothing waste and environmental impact within the fashion industry.
Within the library’s vibrant array of trousers, coats, and overalls—meticulously organized by brand or style—each piece boasts a tag displaying sale prices or the daily rental cost. With daily rental prices ranging from approximately 50 euro cents ($0.55) to a few euros, influenced by customer loyalty and borrowing frequency, this concept revolutionizes the conventional approach to fashion consumption.
For Ikram Cakir, a 37-year-old NGO campaign manager, this concept is «just really good.» She emphasizes, «So many clothes are bought and then never used. This is an excellent way to wear new clothes without depleting the planet.»
Globally, a truckload of clothes is discarded every second, contributing to environmental degradation. The textile industry, responsible for two to eight percent of global carbon emissions, amplifies these concerns.
In the era of fast fashion, with the average person buying 60% more clothing than 15 years ago, Amsterdam’s «LENA, the fashion library,» emerges as a beacon of sustainable fashion. Established in 2014 by Elisa Jansen and her sisters, this library boasts not only a physical presence but also an online section and collection points in other Dutch cities.
Jansen’s philosophy is crystal clear: «Always new clothes. Good for the planet. Experiment with your style. Try before you buy.» With over 6,000 members, the library emphasizes quality over quantity, steering clear of fast fashion trends that contribute to excessive consumption and waste.
Customers pay a 10-euro fee for access, allowing them to borrow or buy clothes from the extensive collection. Jansen’s commitment to longer-lasting brands and a diverse fashion selection attracts a demographic primarily consisting of women aged 25 to 45, eager to make sustainable choices without compromising on style.
India Donisi, a 35-year-old wine blogger and library member, finds it «really very convenient.» She regularly rents clothes for media events, appreciating the library’s proximity to her residence.
Elisa Jansen, optimistic about the future, hopes her initiative will inspire other brands to embrace similar models. «I really believe this is the future. Our consumption cannot continue as it is. I hope other clothing brands will even do it themselves… so you always have the option to borrow if you don’t want to buy.» Amsterdam’s fashion library emerges as a trailblazer in the global movement towards a more sustainable and mindful approach to fashion consumption.
