Hamburg-based company
Unown is an online leasing service for sustainable premium fashion that
started in August 2019. As part of its new ‘Declutter Programme,’ Unown has
also started accepting customers’ clothes. The goal is to make sustainable
fashion more attractive and accessible, which is why Unown is constantly
curating new brands from around the world. However, the selected garments
and accessories have to meet certain criteria: They have to contain
sustainable and/or recycled and recyclable materials, be water and energy
efficient, durable, and should have been made employing fair and safe
working conditions. This is not an easy task. FashionUnited spoke with
Linda Ahrens, co-founder and CEO of Unown, about the target group,
achieving variety in one’s wardrobe and smart consumption.
How did Unown get started? How did you decide on sustainable
fashion?
Tina [Tina Spießmacher, co-founder and CEO of Unown, ed.] and I have
known each other for many years and we wanted to change something on a
small scale and consume sustainably. This started with food; we wanted to
become more sustainable and generate less waste in our daily lives. We
wanted to extend this to other areas as well, but in fashion, ‘the
sustainability filter’ was somehow constantly switched off. We really
wanted to, but we didn’t apply it.
So we thought, ‘why don’t we transfer our conscious consumption to
fashion’? We talked to others and formed focus groups and found that they
felt the same way we do: They want sustainability in many areas, but
realise that it doesn’t really work when it comes to fashion. Many people
find it difficult to select the right brands. Niche brands like Kowtow from
New Zealand, for example, are relatively difficult to source. Many don’t
know where to start or have to find their way around websites that offer
sustainable products.
Renting clothes offers variety and means treating clothes and
consumption responsibly. We see our role in curating interesting, exciting,
sophisticated brands. Our usage model is dedicated to the 40 percent of the
wardrobe that is not basics, that you don’t have to own but you can borrow.
How has Unown been received? What has been the feedback so far?
We’ve found that people are very involved, but they have yet to
understand the concept of “using instead of owning” when it comes to
fashion. While this understanding is already present in the field of
mobility, there is still a need to rethink fashion. But once people find us
and our leasing concept and try it, they understand it and quickly
integrate it into their daily lives. We have many customers who come back
and then sign up for a subscription, for example.
That probably means that customer education is important? How do you
communicate with your customers?
We have a chat function on the website and customers can call us and
reach us via WhatsApp. We are also on Instagram and receive many questions
there via message. But most of the time it’s more about the ‘how?’, so more
operational questions than about the concept. Those who have found us,
understand the concept.
Were there hurdles to overcome? For example, in regards to renting
clothes that have been used?
Those who try us out don’t have these concerns anymore, because our
clothes always feel like new; there is no “second hand feeling”. We also
see a generational difference: the younger the customers are, the more they
understand the concept. Many of the up to 30-year-olds are already buying
mainly pre-owned, i.e. second-hand, or are switching to rental concepts.
But demand is also rising significantly among the over-30s, which is
reflected in market growth.
With regard to other hurdles, I would say that one has to be transparent
when it comes to pricing and make people understand how prices are
calculated. There are currently two options at Unown: Customers can opt for
a subscription of 69 euros for three pieces that they can keep for a month.
Or they can lease individual articles for one to four months. The longer
you keep a piece of clothing, the cheaper it will be.
What is currently more popular, the subscription or renting individual
pieces?
It is still too early to say but customers often continue with a
subscription after renting individual articles.
Do people also buy clothes at the end of the rental period?
Only a few. Many discover after one or four months that they are not so
attached to a certain piece and give it back; but there are also those who
notice that an article complements their wardrobe well and buy it, which
also means a longer lifespan for the article.
What was the biggest surprise after starting Unown in August?
Well, starting a business is always interesting. How long does it take
to get a tax number and stuff like that for example? But we were surprised
to see how great the desire of customers was to give away their preloved
items in a good, responsible way. People know what their options are but
they don’t have time for the flea market, may find dedicated websites too
cumbersome and the fate of their clothes uncertain in goodwill
containers.
This is where our new service comes in, the ‘Declutter Programme’, which
we launched on 23rd October: Customers can now also send quality garments
to Unown and once we have added them to our selection, they will either
receive an Unown gift voucher or can opt to have 25 percent of all future
proceeds donated to charity. However, the clothes must be in good condition
and fit our customers’ preferences.
That is the keyword: How are the garments selected for Unown? How
important are trends?
We have a whole set of sustainability criteria that is like a filter. We
also want to offer a consistent style to convey a certain lifestyle. It’s
also important whether you can put together an entire outfit with an item.
So we don’t necessarily pay attention to the latest trends such as the leo
dress, for example, but would rather opt for a bright red knit sweater,
which is timeless. The longevity of the individual pieces is important.
And how do you find the brands?
In the beginning, we actually checked out hundreds of brands that we
found through social media or on the internet. Then we scouted offline, for
example at sustainable fashion fair Neonyt in Berlin. Here, we found the
two-person company Nic.Lodz from Poland, for example. That’s knitting on
demand; they make knitted cardigans that are a big hit. We love to find
small, exciting brands that are adventurous. We don’t offer classics or
basics – which make up around 60 percent of one’s wardrobe and which the
sustainability market covers quite well – but concentrate on statement
pieces that make up around 40 percent. In addition, we focus on the
community and ask our customers which brands are interesting for them, and
they are already suggesting some.
The last question is about your future: Currently, Unown is active only
in Germany – could you imagine to expand internationally and if so, where
to?
Through Instagram, we are in touch with the community and have an idea
where our concept is particularly well received, but there are no concrete
internationalization plans yet. In the long run, we can see it happen for
Austria and Switzerland as well as the Benelux countries.
This article was previously published on FashionUnited DE.
Photos: 1) Dress: Black Velvet Circus; 2) Tina Spießmacher and
Linda Ahrens (right); 3) jumpsuit: Kowtow; 4) Unown fashion subscription
box; 5) dress: Lanius, jacket: Kings of Indigo; 6) dress: Elementy,
cardigan: Nic Lodz; all images courtesy of Unown
