On collaborative consumption/ This is not an advertisement, vol.2

In the Monday afternoon lecture by Frank there was mentioned a book on collaborative consumption, “What’s Mine is Yours” by Rachel Botsman and Roo Rogers. According to Collaborativeconsumption.com, a site promoting the book, Time Magazine has named collaborative consumption as one of the ten ideas that will change the world. The infographic below summarizes nicely what the phenomenon is about; the key systems, principles and drivers.


And the video here says it in a more lively and entertaining way:

A Finnish, Helsinki-based player in the field worth promoting is Vaatelainaamo (Fashion Library). I post the link here in Finnish because in the English version they don’t have images, but you can switch the language from the top of the page:


and their Facebook site:


Vaatelainaamo is part of Nopsa Travels, a travel “agency” intended to promote near destination travel. (www.nopsatravels.com, worth checking, that too!) Vaatelainaamo functions on a membership basis. With the cost of 75€ per 6 months, members can borrow items from the library’s collections for two weeks at a time. They offer a student discount and a possibility to purchase pieces in case something just felt so right one wanted to keep the piece for good.

The message is simple: fashion can be consumed ecologically, ethically and socially.

The library collection consists of new and established Finnish design labels as well as vintage pieces. They also have a jewellery library.

Both Vaatelainaamo and Nopsa Travels are brainchilds of Liisa Jokinen and Ulla-Maaria Engeström. Jokinen is a journalist specialized on fashion and street style, Engeström a researcher and start-up entrepreneur.

As a designer with a focus on trend forecasting and futures studies, I have a quite practical approach and interest to the topics brought up in the class. I find it interesting to reflect on the topics from the perspective of trends and practical examples. Both Vaatelainaamo and Nopsa Travels are good examples of sustainability marketing but also of consumption as identity definer.



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