National Third prize winner

A/b Fashion

Look fresh, with less. Do better: your personalized rotating wardrobe.


Hello, we are A/B fashion and we would like to style the world in second hand.

Our product is a monthly subscription to a styling service, with items specially selected from second hand markets.

We spoke to 20 customers, 3 second hand stores, 5 experts, and ran 100 online questionnaires to develop our product, market, & financials.

First priorities are: a seamless customer UX, and investing in the right staff.

Our product aims for behavioural change using reward systems and gamification for reducing wardrobes, reusing and repairing pieces. At scale, reducing footprint of fashion.

By 2022 we want our company to be the name people associate with sustainable fashion. Not only consumers, but also stylists and photographers and people who want to work in a positive and impactful environment.

We plan to funnel revenue + support communities around the production centres who are negatively impacted by the fashion industry.

Quick facts

  • 2019 Participant
    Year of participation
  • Circular Economy
  • The Netherlands
  • 4

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  • Mike - Finance & Ops. Marijana - Product & Partnerships.

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