Switching up your wardrobe without buying a single item of clothing? That’s certainly what Camille Courmont, head of the Greendy Pact project – a responsible fashion concept store that is set to open in Lille in January 2020 – is advocating.
Textiles are the second most polluting industry in the world, with no shortage of examples demonstrating the harmful impact that the sector has on the environment; indeed, it takes between 7,000 and 11,000 litres of water – the equivalent of 285 showers (source: Revers de mon look, ADEME, March 2018) to produce just a single pair of jeans, whilst textile production and transportation generate 1.2 billion tonnes of greenhouse gases per year – more than all international flights and maritime transport combined (source: A New Textiles Economy: Redesigning Fashion’s Future, Ellen Macarthur Foundation, November 2017), among other examples.
Committed fashion, even better when shared
The circular economy proposes to remedy this by introducing new, more abstinent and efficient patterns of design, production and consumption, including extending the lifespan of a garment via the second-hand clothing market. Thirty-one-year-old Camille Courmont from Lille decided to develop this concept by introducing the notion of bartering. “The Greendy Pact is based on the simple observation that I never had anything to wear, despite the fact that my wardrobe was overflowing”, the entrepreneur and communications consultant explains. “I don’t have time to take photos of dozens of items of clothing or prepare parcels to sell on Vinted, not to mention my awareness of the environmental impact of fashion. I don’t want to succumb to fast fashion any more, so how can I shake up my wardrobe without cluttering it up and still enjoy the shopping experience? By swapping clothes with others, of course!”
The Greendy Pact is based on the principle of bringing along clothes that you no longer wish to keep (in good condition and still fashionable and seasonal) to the Greendy Pact concept store in the centre of Lille, getting paid in the Greendy virtual currency into your online account (either 0.5, 1 or 3 credits, depending on the type of clothing) and entering the virtuous circle that is the Greendy Pact, choosing clothes that have already been dropped off and are ready to be readopted!
The Greendy Pact business model is unusual in that it is based on a paid online subscription service and access to the concept store is reserved exclusively for those in possession of a Pass.
Having been incubated in Blanchemaille since May 2019 and supported by Lille branch of the BGE business support network, the project is soon to be launched in the Rue Pierre Mauroy area.
Developing a community within the physical store
The Greendy Pact is riding the very strong trend for responsible consumption via the second-hand market, which is currently experiencing rapid growth. The start-up has also demonstrated its complete commitment to the cause, proposing that any clothes that might be rejected be passed on to a local charity.
The other benefit, of course, is that the concept is based on a physical store, which will promote a connection between customers and the Greendy Pact. We imagine that a community of individuals who share the same values and a will to be smart, sensible and thoughtful consumers will develop on the back of the initiative, with the store providing a platform for gatherings, sharing good practices in the fashion sector and much, much more.
There are, of course, various other ways to enjoy shopping while greatly reducing our impact on the blue planet. Long live the Greendy Pact!
Par Thierry Strickler, Market Intelligence Lead