There’s no denying the fashion industry is taking its toll on the planet. Its impact is exacerbated by decreasing clothing prices and the growing societal and environmental costs of the rising fast-fashion industry.
Sydney-based stylist Shanaya Suppasiritad is among those motivated to make a positive change in fashion. She’s doing it with a peer-to-peer wardrobe-sharing platform, Tumnus, which she launched last year.
“Tumnus is live and going well,” says Suppasiritad of the website, which operates almost like an Airbnb for sharing clothes. But now her clients are looking for a service that’s more personalised, curated and convenient. “That’s why we developed Coclo.”
Coclo is also essentially a peer-to-peer fashion rental service, but instead of just making individual items available to renters Suppasiritad is curating five-piece capsule wardrobes that can be mixed and matched to create up to 20 outfits. The labels that make up the options are a mix of high-end Australian and international labels including Zimmermann, Scanlan Theodore, Ellery, Self Portrait, Issey Miyake and Gorman. The collections will be available to loan for five weeks for $149 (the retail value of the clothing is around $1000), and that price includes cleaning, shipping and insurance.
Coclo is still in the development phase but Suppasiritad plans to launch it in December this year. She’s been collecting more clothing from lenders, as well as data from prospective clients on their sizes, style and locations. “At the moment … we have 25 collections ready to go. We want to launch with 50 collections, adding 10 more every month,” she says. When they go live the service will be available to women Australia-wide.
Each collection is designed to fit into the everyday wardrobe. “Rather than being like other rental services that cater only to formal wear, we offer more everyday wear and creative workwear,” says Suppasiritad. Coclo’s target market is the socially and environmentally minded millennial looking for alternative ways to expand their wardrobes without resorting to fast-fashion retailers.
Coclo’s collections are heavy on bright colours, bold prints and dramatic silhouettes. When they are yours for five weeks only, you can afford to have some fun with your look. “In your wardrobe you’ll have items from the low-end to the high-end because you’ll wear some items more than others. That’s what we are trying to create,” says Suppasiritad.
“I think everyone is warming up to the idea of having access to clothing without actually owning it,” says Suppasiritad. “It’s a good sign … we are all finding our own way to consume the fashion industry in a better way.”
For the lenders, the benefits are twofold. They get free storage space for the clothes they aren’t currently wearing, and up to 30 per cent of the rental price if their items are featured in a capsule collection.
On the website, each capsule collection comes with extensive styling notes and a photo gallery showing how to put the items together. Suppasiritad’s favourite “Sweet and Sour” collection features autumnal hues. It comes with an amber accordion-pleated Self Portrait maxi dress, a forest-green floral bomber jacket all the way from Pairs, Finders Keepers mustard flares, a vintage ruby-red plissé tee and a black silk T-shirt from sustainable Melbourne-based fashion label Olga de Polga.
Eventually, Suppasiritad wants to expand Coclo into a wardrobe subscription service, where every five weeks clients will receive a new capsule wardrobe collection. “Once we reach over 100 capsule collections, then we will start the subscription service,” she says.
Get in early and visit Coclo’s website to put yourself on the waitlist to rent one of its current capsules when the service goes live. And for more information and a chance to win 10 Coclo collections (free clothes for a year) head to the website.
Coclo is slated to launch in early December 2019.