Are you ready to experience fashion in an eco-conscious, innovative way that highlights sharing over owning? The fashion industry is experiencing a seismic shift toward sustainability, and The New Own is leading this transformation in Italy with what they describe as “the smartest way to experience fashion: more outfits, more fun, less waste!” This innovative circular fashion marketplace is changing how consumers approach style while tackling the environmental crisis plaguing the industry. Through its focus on local designers, responsible sourcing, and community impact, The New Own empowers individuals to make smarter choices for their wardrobe, reducing waste while showcasing creativity and supporting a greener planet.
How The New Own Works
The New Own operates as a comprehensive fashion rental platform, making sustainable style accessible and enjoyable. Their process is designed for a seamless experience:
Browse the Curated Collection: Users explore garments from unique, ethical, and sustainable brands focused on both style and responsibility.
Choose Your Look: Shoppers select their favorite pieces, create an account, and book their items at least three days in advance. Rentals span two weeks or a full month.
Pick Up and Enjoy: Customers choose a pickup point and collect their outfit to wear for special events or everyday life.
Return and Circulate: Garments are returned, washed, and inspected, with deposits refunded in what the company calls an easy, fast, circular process.
The Ownership Revolution
The New Own is fundamentally reimagining ownership in fashion. Instead of permanent possession, they encourage becoming a new owner, someone who values access over ownership and enjoys trying new styles. This idea connects with broad sharing economy trends where platforms show the impact of access-based consumption.
The New Own Team points out: “We help fashion lovers adopt an ethical and responsible lifestyle, one piece at a time. Every garment you wear has the power to build a better future, and we give you the tools to do so in a simple, inspiring, and accessible way, ” as said in their mission.
Their vision is even bigger: “We imagine a world where fashion generates value, not waste. A system where garments are shared, valued, and reinvented. The New Own is building an inclusive and conscious community, where individual actions generate collective benefits, demonstrating that sustainability can go hand in hand with style and personal expression.”
Benefits for Consumers
The New Own demonstrates that consumers benefit in powerful ways:
Cost Efficiency: Renting gives access to designer pieces at a fraction of the purchase price, similar to what other rental platforms have highlighted.
Style Variety: Users experiment with looks and brands without buying, which supports the wish for more looks, more fun, less waste.
Environmental Impact: Renting directly reduces fashion waste, making every garment part of a more sustainable world.
Quality Access: Independent designer collaborations guarantee authentic, crafted pieces beyond fast fashion.
Applications for Sellers and Brand Partners
The New Own opens new possibilities for partners:
Brand Exposure: Independent designers and local brands reach new customers through the curated marketplace.
Revenue Diversification: Brands earn from repeated rentals, maximizing garment value similar to what other direct-to-consumer models demonstrate.
Sustainable Positioning: Partnerships highlight a concrete commitment to circular fashion, resonating with sustainability-minded shoppers.
Future Outlook
The New Own shows how market growth and changing consumer behaviors are converging. The circular fashion market was valued at $24.81 billion in 2024 and could reach $95 billion by 2034.
Tech enhancements like QR code rentals streamline the journey, while major players such as Mango are validating the model by investing in rental innovation.
As The New Own Team highlights, “We’re not just changing the way we dress. We’re transforming fashion into a movement for a better future.” With sustainability now central to consumer choices, The New Own is positioned to lead Italy’s circular fashion revolution.
