It's Re:Leased

Our Thoughts Re:Leased

Our Thoughts Re:Leased

THE EXCITEMENT IS REAL PEOPLE

Finally, we can get to know each other! Ok, I'll start:

After more than fifteen years within the retail and fashion industry I am truly excited (but equally terrified) to bring It's Re:Leased in to the world.  It's been with me for years and now time has come for me to share it with you. 

I've loved fashion since I was a child. Back then it was expressed by me roaming through my mother, sister and aunts wardrobes playing dressup. My mother especially remembers the pink faux fur I wore paired with my sisters white lace gloves in the middle of summer "in public. I swear, I thought someone would see you and think you had no parents to look after you." 

 PRETTY SURE I WAS NOT GIVING OFF THE SAME VIBES AS LAUREN HUTTON ARRIVING AT THE 47TH ACADEMY AWARDS ( GETTY IMAGES)

PRETTY SURE I WAS NOT GIVING OFF THE SAME VIBES AS LAUREN HUTTON ARRIVING AT THE 47TH ACADEMY AWARDS (GETTY IMAGES)

 AND DEFINITELY NOT THESE LACE-VIBES. ( TYLER JOE FOR ELLE)

AND DEFINITELY NOT THESE LACE-VIBES. (TYLER JOE FOR ELLE)

While I still have a soft spot for really glammed up outfits, preferably seventies inspired, I have now replaced the pink & the lace with black & t-shirts. But my love for clothes did become my career and greatest passion in life. 

For many reasons, I have spent the last few years making health my priority. Now, in no way does that include juice cleanses (while I did try) and yoga (there's something wrong with me. I mean, I'm supposed to love yoga no?) but it does involve a lot of CrossFit inspired workouts combined with cava (not at the same time. I wouldn't do that to cava.) and above all else: slowing down.

Using my time and energy wisely, protecting my vibe. 

A few years back graduations and weddings and big birthdays were occupying my calendar and therefore also my mind: what would I wear? So often what we want to wear is out of our budget. Or it's within budget but we wear it once and then it just eats away from our closet space oh wait, I mean conscience.

Either way, planning for and then finding that outfit for that occasion. Honestly, it's time energy and money that if you're not a die-hard shopping-fan: gets in the way of actually looking forward to whatever the reason is you're in a dressing room finding out you have cellulite on your upper arms. (I'm not getting in dressing rooms anymore, that lighting is lying and I'm not having it.

It was at that point I realised: why would I need to own anything I wouldn't wear more than once or twice? Why was there nowhere I could go and get me a vintage Halston or even just this seasons Malene Birger for like a week? 

The fashion industry needs to change, ranked second most polluting industry for years (oil being number one). There are a lot of great sustainable choices for the consumer nowadays - organic cotton, recycled polyester, deadstock fabrics, vintage, vegan shoes: the list goes on! But there is still this paradox of fashion and trends moving way too fast for consumer behaviour to change at its core. 

So it just really seems, that the time is now for something new. And I am convinced that means leasing the parts of your wardrobe that are not your timeless staples or forever loves. Which is why I am so excited, to start this journey together with you all. Please share in the comments below what would be your ideal rental and we will make sure to do our best to find them for you!

/Johanna. 

 

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