What started with a bachelor thesis has become a circular concept for success. The two founders, Carmen Jenny and Sonja Wunderlich, have known each other since they both studied fashion journalism at AMD Munich. They only came into contact towards the end of their studies, but all the more intensively. Because after graduation everything happened very quickly: founding the company in October 2020. Campaign shooting. Launch of the app in April 2021 at the “Responsible Fashion Summit” conference of GREENSTYLE. In the same year, their own store followed in Munich’s Reichenbachstraße, which the two entrepreneurs share with the fair fashion label Akjumii. Enough successes for 2021? Not even close. The two Power Girls still have planned a lot and have just taken the next step: founding the community event Conscious Collab Club. And with the pop-up store at “The Latest” they have – still in 2021 – also conquered the capital with their concept.
You don’t have to limit your consumption, just change it, Sonja Wunderlich
Sonja and Carmen see it as an advantage that all this took place during Corona times. During this time, purchasing behavior has changed in the direction of sustainability. Quite apart from the fact that a lot has been sorted out of closets. Instead of throwing away these items of clothing and accessories, they can now make other fashion fans happy via CLOTHESfriends.
The sustainability-focused fashion sharing platform CLOTHESfriends makes circular fashion accessible to everyone.
The founders have shared their fascination for tech and digital fashion since the first brainstorming sessions of their start-up. In order to complement their background and know-how from the fashion industry, they brought the two developers Jannis Zipp and Tim Eisseler on board. Fashion competence is in their blood anyway. Born in Switzerland, Carmen gained fashion experience before and during her studies: at her own blogazine CARMITIVE, the online editors Harper’s Bazaar Germany and Kinsfolk Jewelry. Sonja Wunderlich is also not a blank slate in the fashion industry: The Munich native worked for the magazines Madame and Cosmopolitan, the print and online editors of ICON and WELT and completed a marketing internship with the fashion professionals Talbot Runhof. In addition to their AMD degree, the two also graduated from the European College of Business and Management, which the founders have benefited from to this day.
Fashion should and can be fun. Renting makes it possible.
Renting has this advantage for the environment: No new resources are used and CO2 emissions are reduced by 82 percent per item of clothing used (according to Greenpeace). Fashion that protects the climate. The big advantages for us? Newfound fun in fashion. You can try out trends, avoid bad buys and add variety to your wardrobe in an uncomplicated way with a minimal footprint.
Find inspiration and browse through the community’s wardrobes.
What is there to discover at CLOTHESfriends? From the vintage blazer by Escada (from 2 euros/day) or Balmain x H&M (2.50 euros/day) to the timelessly beautiful (leather) bags by Alicia Victoria (from 3.90 euros/day) to the Dior saddle bag (from 26 euros/day) everything is offered here. Or the oversize slipover – watch out, XL trend! – from Weekday (4 euros/day) or cashmere cardigans from the slow fashion label Jan ‘n June (from 1.50 euros/day)?
In addition to the favorite pieces of the community, there are entire collections from sustainable brands – called partner brands – to discover and try out. Pretty clever marketing strategy, because if they like it, consumers can buy the goods right away – not via CLOTHESfriends, but directly in the online shop of the respective brand. Without the pig in the poke. Find out more about Akjumii, Alicia Victoria, Ambiletics, Besonnen, Bettibag, Jan ‘n June, Nina Rein and The Renewery in the GREENSTYLE Brand Directory.
All CLOTHESfriends partner brands can be found here >>>
To be continued…
CLOTHESfriends – the fashion rental app for renting clothes. For consumers and sustainable brands. For us and for a circular fashion
The target group? Anyone who enjoys fashion and is looking for a sustainable solution. Fashion enthusiasts, influencers (e.g. @amazedmag @binanoehr @janastacca @lisa_banholzer @syringalotus etc.) and brands who lend parts to the collection. Alternative consumption models such as second-hand and renting have long since arrived among the 15 to 30 generation. Consumption without the accumulation of goods is very important here. Some others will have to get used to it. But the enthusiasm will amount to the same thing. After all, the future (of fashion) is circular…
Shopping rethought. The future of fashion is circular.
And this is how it works: download the app, create an account, upload a piece of clothing. The clothes can be rented for between two days and three months. The preloved favorite items then come by post, they can be picked up at a local hub (cafes and concept stores with which CLOTHESfriends cooperate) or at the Munich store at Reichenbachstrasse 36.
Unser Tipp: Schaut in Euren Kleiderschrank und probiert es einfach mal aus. Pssst: Jetzt @clothesfriends folgen, um nicht die nächste Upload-Party und andere Events zu verpassen.
Our tip: Take a look in your closet and just try it out. Pssst: Follow @clothesfriends now to not miss the next upload party and other events.