INTERVIEW #19 THE ATELJÉ
“Via rental, we can offer a more responsible way to enjoy fashion.”
Based in: Helsinki, Finland
Founded in: 2020
Founded by: Mari Kekäle & Kaisa Härmälä
What is The Ateljé and when did you launch?
The Ateljé launched in fall 2020, it’s an online service where consumers can rent designer clothes and get them delivered to their doorsteps whether one lives in Helsinki or Haapajärvi. Currently, we cooperate with brands i.e. Theory, By Malene Birger, Marimekko, Andiata, TEIJA, Katri Niskanen, and Anni Ruuth.
What is the main idea behind the concept?
It all started with the opinion we had that renting garments was not very compelling, and rentals did not truly compete with retail. We wanted to solve this problem. We all know that it is easier to make sustainable choices when it has been made easy and compelling, and when making a responsible decision does not feel like a compromise. Via rental, we can offer a more responsible way to enjoy fashion. The carbon dioxide emissions of the textile industry would decrease by 44% if clothes were used twice as long – with our fashion rental, we can assure that the garments in our collection will be used as many times as possible. Via rental, we can offer a more sustainable way to enjoy fashion – we all know how much of a joy new clothes can bring. The concept itself is very simple – just pick the date and time, choose delivery or pick up in-store, use the garment like your own and return after a rental period. We take care of everything else! Currently, we offer one-time rentals only, but we’re soon launching a highly requested subscription program, which works just like Netflix – pay a monthly fee and get a specific amount of clothes for the whole month.
From where do you source your products?
We collaborate in person with brands and buy our own stock every season. Basically, we operate just like any other clothing retail, but instead of selling the garments, we rent them. Our brand selection is a collection of small, big, local, and international brands: Theory, By Malene Birger, Marimekko, Andiata, TEIJA, Katri Niskanen, and Anni Ruuth. They are unified by good and timeless design: products have to have a high quality and stand the test of time. Naturally, parameters, such as how the brand understands different aspects of social responsibility, and how transparent their supply chain is, are also very important for us.
Ps. This autumn we're also launching a few more brand additions, which we're super excited about!
Where do you get your inspiration from?
We both are quite into fashion – however, we want to do things differently. Fast fashion, overconsumption, the old-fashioned emphasis on trends and seasons and constant bargain sales make an unbearable combination. A garment simply cannot go bad, like milk. That’s why The Ateljé exists. Nevertheless, I have to say that our customers inspire us every day – many of them are trying clothing rental for the very first time because they want to reduce their fashion footprint. If that's not inspiring then what is?
What has been the largest gain up until now?
We're on the edge of something new in Finland when it comes to clothing rental – It's super rewarding to see people awakening and changing their consumption habits. Already, hundreds of people have tried clothing rental, instead of buying new. Every rental is truly a small victory for us. Together we can truly change the culture and clearly, the circular economy is here to stay.
“We’re on the edge of something new in Finland when it comes to clothing rental – It’s super rewarding to see people awakening and changing their consumption habits.”
What has been the biggest challenge so far?
Like mentioned before, we're on the edge of something very new: our business model is still quite new to the Finnish market and we're truly trying to get people into something totally new, pushing them out of their comfort zone and challenging the traditional way to consume. Could say that's a bit of a challenge: Culture and consumption habits can't be changed overnight – change always takes time. However, we’ve still got a really great start and there's clearly a demand for this kind of service – can't wait for what the future holds for us, the circular economy is here to stay.
What do you think needs to change in the fashion industry in order to make it more sustainable?
Fundamental change is needed when talking about the fashion industry. We'd need a totally new perspective: Profit-based overconsumption and fast fashion make an unbearable combination that shouldn't rule the industry any longer. We really have to step up and find new ways to run businesses in a sustainable manner – organic cotton isn't the answer.
What is “greenwashing” according to YOU and what in your opinion, can producers and consumers do to avoid it?
Superimposed sustainability and green values are nothing but a big scam – misleading greenwashing can be very harmful both for a consumer and a company. A good tip to avoid greenwashing is to explore – Spark Sustainability i.e. has an app (Carbon Donut), where you can learn about emissions, find climate-smart products and services, and calculate your lifestyle carbon emissions to understand where you can make the biggest impact with the lowest effort.
“We really have to step up and find new ways to run businesses in a sustainable manner – organic cotton isn’t the answer.”
What are your top 3 tips to fashion consumers out there who seek to create a sustainable closet and lifestyle?
Buy the classics, rent the rest. Not everything needs to be owned.
Explore and act: A small step is also a step and we all have the responsibility to act for the future and upcoming generations.
Consider and commit: We believe that every bargain that we buy should be seen as personal property – are we ready to commit and take care of it for years and years or could we just live without it?
If you had to name ONE person/celebrity/icon who inspires you with her/his style, who would that be?
Might sound like a cliché, but our customers inspire us every day – nine out of ten of them are trying clothing rental for the very first time because they want to reduce their fashion footprint. If that's not inspiring then what is?
