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  1. Home
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  3. The founder of Whering, Bianca Rangecroft, on extending the life cycle of the clothing
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By： benifitelections

The founder of Whering, Bianca Rangecroft, on extending the life cycle of the clothing

Digital wardrobe app Whering has come a long way since its launch in June 2020. It has attracted over 35,000 users, launched the Caring Partners feature with a host of care, repair and donation services and last September she opened a pop-up in Soho as a curated space and educational hub for all things sustainable fashion.

FashionUnited spoke via email with Whering founder and CEO Bianca Rangecroft about what inspired her to launch the fashion app, how technology can help consumers become more sustainable, as well as the motivation behind opening a physical pop-up store and what's to come for the locker room app.

What is Whering and what inspired the concept of the app?

”Whering is the wardrobe app inspired by the movie “Clueless” that allows you to digitize your wardrobe, view and style what you have . We are creating a one stop shop for all your fashion needs, where you can keep an idea board, a wish list, bookmark your looks, but also shop from a shortlist of second hand, rental and slow fashion brands, as well as have your clothes fixed or dry cleaned, or donate them ethically. We also use machine learning to bring you style suggestions that allow you to see your closet in a whole new way, get outfit ideas you never thought of, and get that thrill of novelty that's no different than buying something new.

”I founded Whering in June 2020 out of a deep desire to democratize the personal-styling landscape and fundamentally change the way we interact with our clothing (i.e. end throwaway culture). For me, the system was broken; The vicious cycle of not being able to see what you have, impulse buying (which never hits), and lack of inspiration in the styling process only meant one thing: we had to go digital and harness the power of machine learning to hyper-personalize our experience with the fashion".

Whering has become known as the "Clueless" wardrobe app: how is technology helping consumers to be more sustainable?

”Our mission is to extend the life cycle of clothing clothes that we have unused in our physical closets. We want to drastically reduce consumers' carbon and water footprints by focusing on the two parts of the value chain they control: purchase and use. By allowing our users to digitize their wardrobe, they can keep track of their most worn pieces, recreate different versions of their looks and become true outfit repeaters, as well as shop more consciously thanks to our selection of clothes on sale through of the application. The possibilities are endless to make better spending decisions and be more creative in the use of garments and in their combinations. Whereing allows us to differentiate between shopping on trend and creating outfits that really work in the long run (saving us money and allowing us to be more intentional). Our next step is to create an impact dashboard for our Wherers, so they can understand the impact of their purchasing decisions and the beauty of offsetting certain behaviors with more mindful ones.”

They recently expanded their offering to care, repair and donate, why is this important?

”We have just added a network of eco-friendly dry cleaners, donation points and reuse services across the UK to make reuse, repair and donation more accessible. We wanted to make these three crucial pieces of a garment's life cycle a little more intuitive. The repetition of behaviors comes from effortlessly replacing entrenched practices. In addition, the easy-to-use technology allows us to help women extend the life of their clothing.”