THE PLATFORM 

One Thread Road is a localised, peer to peer platform for lending and renting apparel.  Our mission is to reduce fashion waste and create a more sustainable way to dress by wearing and circulating what we already own.  Minimising purchases of new clothing reduces the demand for primary production, where a significant amount of resources are used, including water and fossil fuels.  Sustainable, higher quality clothing becomes more affordable through sharing costs; and local rentals keep carbon emissions low from the transport of the item, compared to existing online rental companies.

On the platform, users are able to list their items to rent out from their wardrobes, just as easily as if they were to post an item online to resell.  Shoppers can locate outfits within their neighbourhood or close proximity, and book the outfit for a night out.  Lenders and renters will be able to communicate with each other to arrange a pick-up time and place.  One Thread Road will mediate transactions with terms and conditions and safe payment gateways.    

https://www.onethreadroad.com.au/

THE INSPIRATION

I was inspired to create this platform after moving into my tiny home at the start of the year.  Downsizing from an average-sized home took months, as I considered each and every item’s lifecycle and found the appropriate place to donate, sell, recycle, or discard each thing.  Upon learning ways to discard my clothing, I was shocked to discover that despite all efforts of take-back schemes among fashion brands, thrift stores and initiatives to donate clothing overseas, 85% of textiles still end up in landfill.  Clothing is extremely difficult to recycle because of its complex composition of microfibres, which often include synthetic materials.  The waste doesn’t just decompose overtime.  It emits methane gas while breaking down slowly into micro plastics, polluting everything from our air, soil, and eventually our waterways.  The more I learned, the more I researched global waste and circular economies as a solution.  I decided I wanted to be part of the change, and create something that would make a positive impact in my community, and hopefully, the world.

ADDITIONAL BENEFITS

While developing the concept, I continued to find additional reasons to pursue the idea.  Renting is not only beneficial for the environment (when conducted locally); it also fills a gap for consumers who are already purchasing clothing second-hand, another sustainable practice that minimises primary production.  Rather than waiting for the right piece to pop up in a thrift store or online, rentals offer a variety of clothing which are available indefinitely, that users can turn to and return to for the right occasions.  It’s as if you can extend your own wardrobe in a digital manner, with items ready to be worn when you are ready to wear them.  Having a vast amount of options satisfies a deep-rooted cultural and societal desire to feel unique.  Renting enables users to express their personal style, feel confident and fresh in their appearance, all while reducing waste and leaving a lighter footprint on the planet.

Renting apparel is also a cost-effective way to wear high quality items, that you might only wear once.  Our shop page displays categories for occasions such as photo-shoots, maternity wear, business attire, weddings, and costumes, bridging the rental industry across a broader spectrum of uses.

THE PLAN

I have recently launched the website through a marketplace platform called Sharetribe.  Sharetribe provides a basic template to specifically launch peer to peer marketplace MVP’s that can be customised and eventually scaled.  With a great user experience already built into the site, I know that the success of this concept will rely heavily on marketing, and bringing in quality items in a large volume to provide enough options that it becomes a viable alternative to shopping.

My marketing strategy has so far included social media and using boosted posts; SEO; email marketing; attending networking events that are relevant in our industry; and collaborating with sponsors and aligned organisations to advertise and host a launch party on January 21, 2024.  I’m currently supported by Verto, a free business mentoring program, and have also reached out to local councils and blogs to list and promote the business.

The feedback so far has been nothing but positive, as we’ve seen slow growth and consistently increasing user sign-ups.  However, the biggest challenge I’ve observed so far, is the amount of time it takes for users to first become aware of this new concept and absorbing it, to getting or taking photos of their items, and finally listing and becoming a Lender.

Approximately 65% of the funds raised through this campaign would cover 4 months of Sharetribe’s fees, allowing us to continue to run the site; and grow our audience and users.  The remaining amount would be used as a modest marketing budget, which I’d plan to invest in influencer marketing for more rapid growth.  We are aiming to have 300-500 listings within the next six months.    

CONCLUSION    

The success of One Thread Road means a better future for everyone, as we create a new means to shop and a different kind of fashion landscape.  Now more than ever, people are looking for sustainable options across all sectors, as we are slowly learning about the detriments our daily habits have on the environment.  The clothing rental company industry specifically is forecasted to grow by 6.79% in the next five years.  One Thread Road will be the first of its kind in Australia, offering community connection and a localised platform for sharing.      

A little about me