posted by Lucy Shea

Swishing:
clothes recycling with a twist

Futerra's Lucy Shea on the fashion swapping phenomenon

Isn’t Swishing a frivolous thing for a CEO to spend her time on? 

So asked Elisabeth Braw of the Huffington Post in the run up to Futerra’s International Day of Swishing on the 9th January 2010. “Absolutely.”  I replied.

Swishers show off their new acquisitions. Photo: FuterraI firmly believe that sustainable living needs a little more frivolity. It’s a depressing world out there environmentally speaking, and the threat of a double dip recession hasn’t quite gone away.

That’s why we at Futerra invented Swishing, to glamorize clothes recycling. We all love fabulous new clothes but not the unfortunate side effects. Our bank managers don’t understand the importance of shiny new shoes, and buying heaps of new stuff is pretty terrible for the planet. What’s a girl to do?

Swishing is shopping without these hangovers. Swishing is a way for the eco-chic to refresh their wardrobes with fabulous shoes, clothes and accessories, without spending a penny. You bring an unwanted item of clothing and swap it with someone who would love to give it a new home. You get a new wardrobe, guilt-free. And you don’t add to the 1.2m tonnes of clothes and shoes we send to UK landfill each year.

Our bank managers don’t understand the importance of shiny new shoes, and buying heaps of new stuff is pretty terrible for the planet. What’s a girl to do?

The fashion industry has a huge impact on the environment, spewing out around 3.1m tonnes of greenhouse gases, 2m tonnes of waste and 70m tonnes of waste water every year. But it’s a basic human instinct to want to adorn ourselves and look pretty.

So Swish it up ladies and gents. Swishing lets you look good while saving the planet. Join thousands of people all over the world who, to paraphrase Derek Zoolander, never need to wonder if “there was more to life, other than being really, really, ridiculously good?”

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