Circular fashion startup launches in Queenstown

In a world where shoppers have the ability to dress like their favourite celebrities at a 10th of the cost, it’s no surprise fast fashion has taken hold. 

But cheap fashion comes at a burning cost for the planet, which has led a new Queenstown startup founder on a mission to disrupt the fashion industry. 

Awear, founded by Sarah Graham, provides an online swap-service launched in a bid to help women trade their unwanted clothing without throwing it to the landfill. 

“Textile waste in New Zealand has doubled in just ten years and the fashion industry is literally suffocating our planet, Sarah says.  

“As an advocate for sustainability and a lover of style I knew something had to be done – a slower and more circular approach to clothing.

“Whilst we’ve managed to run our cars and our homes more efficiently what about our wardrobes?”

Awear founder Sarah Graham

Sarah initially had the idea back in December 2018 and things have been evolving ever since, she made the decision to start as a smaller local service, but has big plans for the future. 

Having lived in Queenstown since 2016, Sarah was drawn to the transient nature of the resort town. But, it wasn’t long before she realised travellers were arriving with nothing but a suitcase, building a life here for a few years, yet leaving with only a suitcase. 

Where were the rest of their belongings ending up? 

“That stuff is often disposed of irresponsibly. 

“There is also a limited high street, so with such a huge overseas community I have seen firsthand how many people rely on online shopping and fast fashion to keep their wardrobes up to date, as it feels like the most affordable option, but what is the real cost of fast fashion?”

Sarah Graham is on a mission to disrupt the fashion industry

Sarah’s goal is to support women on their journey to a waste free wardrobe. 

Queenstown not only helped her with the idea but she also credits the community as being versatile and happy to help. 

Sarah is also a graduate of the Startup Queenstown Lakes Lift Off! Programme. 

“SQL helped me endlessly to streamline and plan for the launch, not to mention the opportunity to absorb the excellence and expertise of the advisors and guests on the regular Zoom meetings throughout the course.

“I believe it would have taken a lot longer to feel ready enough to take the dive and launch without the team at SQL.”

Check out Awear here: www.awear.co.nz