Poland-based sustainable fashion company, Yellow Octopus, has launched a new app that "digitalizes and connects users' wardrobes." Loop Digital Wardrobe promotes a circular economy for fashion by "providing many possibilities for the secondary life of garments."

The app is a plug-and-play expansion of the Loop sustainable marketing platform. This is integrated into retailer checkouts, providing customers with access to a variety of sustainable post-purchase options such as resale, exchanging, upcycling, charity donation, and returns.

Established by Jack Ostrowski, the founder of circular solutions firm Yellow Octopus, Loop aims to make sustainable standards a part of the general shopping experience. This is accomplished through digitizing items at the point of sale, providing retailers with post-purchase data on products sold, and incorporating analytical data to aid in cost-effective marketing.

Ostrowski said that he has spent 15 years assisting fashion businesses in developing their sustainability, but as an industry, they need to significantly accelerate the pace of change. To do so, we need to make being more sustainable simple, and enjoyable for customers while also providing value for retailers. They must transform the model from ownership to 'ownershift.'

He added that at the moment, too much high street fashion is on a one-way trip to landfills. Loop increases the life of garments, provides a truly engaging experience for consumers, and assists merchants in making significant progress toward sustainability. If they can scale it, it may be a game-changer in the business.