• Today, clothing reuse is not just a trend, but a new way of experiencing fashion with style and awareness.
• The Italian startup Cloov makes renting, reselling and repairing garments simpler.
• Cloov offers a platform that fashion brands can adopt without major IT investment.

Opening the wardrobe and feeling overwhelmed by clothes we no longer wear is a common experience. In recent years, however, something has changed: people are beginning to look with greater interest at renting, reselling and repairing garments. This is not merely a sustainable choice, but a new way of experiencing fashion, more fluid and less bound to the idea of compulsive purchasing. This is precisely the focus of Cloov, an Italian startup that is part of the LifeGate Way ecosystem.

Resale, rental and repair: the three Rs of circular fashion

In fashion, people talk about three Rs: resale, rental and repair — approaches that are revolutionising the way we consume clothing, growing six times faster than the traditional market. Resale means giving second-hand garments a new lease of life, rental means using clothes only for the time needed without necessarily buying them, repair means extending the useful life of garments through targeted interventions. It is no coincidence that the European Union has introduced increasingly stringent regulations to ban the destruction of unsold products and incentivise the right to repair.

If adopted on a large scale, these are strategies that can at least help to ease the enormous environmental impact of the fashion industry. The sector is considered responsible for a share ranging from 2 to 8 per cent of global greenhouse gas emissions. As well as for the consumption of 79 trillion litres of water per year, chemical pollution, damage to biodiversity (the production of viscose, for example, involves the felling of millions of trees). Not to mention working conditions in factories across the Global South.

The rental, resale and repair service offered by Cloov

Brands find themselves at a crossroads: remain anchored to an obsolete model or adapt to this transformation. Cloov was founded to help them make this transition without friction, offering a digital solution that integrates everything needed to enter the era of re-commerce. The platform allows fashion brands to launch a rental, resale and repair service in a very short time. There is no need to develop complex infrastructure or have advanced digital skills. Cloov offers a ready-to-use system, complete with order management, integrated payments, data analytics and connections to logistics networks specialised in product recovery and repair. An approach similar to that of Shopify, but applied to the world of circular fashion. The Calzedonia group has already successfully tested this technology with the brand Atelier Emé, managing to launch the service in just two months without needing to involve any of the group's internal IT resources. Today Atelier Emé offers more than a thousand collection items available for rental and second-hand sale.

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22 apr 2024 · Apri su X →

The evolution of fashion according to Cloov

The most interesting aspect of Cloov is its ability to transform circular fashion into a desirable experience, both for consumers and for brands. Renting a garment becomes innovative, reselling it an intelligent way to refresh one's wardrobe without waste, repairing it a natural gesture to extend the life of one's clothes. The end customer experiences all of this in an intuitive and uncomplicated way, while companies can offer a sustainable service without overhauling their business model.

The startup is growing rapidly. Having started with a single partner, it is now in talks with several international groups and brands and is expanding its presence into new European markets. "At Cloov we believe in a fashion that doesn't waste, but adds value: every step towards a more sustainable future is a win for everyone," wrote founder Olimpia Santella. Behind this journey are entrepreneurs and advisors with experience at companies such as Gucci, Mediobanca and Otrium BV — a clear signal that the sector is attracting investment and attention. Fashion is changing, and the direction is now unmistakable.