A group of Swedish apparel and business firms has joined forces to launch a clothes sharing campaign aimed at promoting more sustainable fashion consumption. 

The ShareWear initiative was devised by tourism board VisitSweden and public agency the Swedish Institute, and involves a number of the country's fashion houses including Filippa K, Hope, House of Dagmar, Nikolaj d'Etoiles, Uniforms for the Dedicated, Weekday and Whyred.

The aim of the programme is to let users borrow garments from a collection and later pass them on to others in a way that promotes more sustainable patterns of textile consumption. 

"Million [s of] tons of textiles are thrown away each year," the group's website reads. "But instead of tossing [away] your clothes once you're over them, you could give your ex-clothes the chance to fall in love with someone new. That's why Sweden is launching ShareWear, a part of the Democreativity initiative, that aims to inspire a sustainable way to be fashionable. It's a ready-to-share collection with Swedish fashion pieces that you can borrow – but only if you share it forward."

The first items in the ShareWear collection are created by the fashion brands involved. However, the initiative encourages others to contribute to the campaign. 

"Let your friends know they can borrow your clothes. Just snap a photo of the item you would like to share, upload it to Instagram and hashtag with #sharewear," the website explains.