INTERVIEW #32 A SECOND LOVE AFFAIR
Based in: Malmö
Founded in: in 2020
Founded by: Sofie Lawett and Caroline Richter
Shop at/ship to: Shipping to Sweden and Denmark, online shop, www.asecondloveaffair.com
Price range: Rental service with prices from from 29 kr - 199 kr / month
Why we love them: Fashion and clothing rental services keep flourishing on the market but honestly we haven’t seen that many with focus on our younger friends. Why shouldn’t they be sustainable too? This is a genius idea that will furthermore introduce kids to a sustainable and fun way of expressing themselves, with an ever updating closet. Keep up the good work A Second Love Affair, you rock!
Photo: Lina Arvidsson
Why did you start A Second Love Affair?
We have been running our own business together for 12 years within styling and interiors, but our years as mothers have made us passionate about sustainable design as well as building a better future for our children.
The idea behind A Second Love Affair was born when our babies seemed to outgrow their barely-used garments in a split second, while the basement boxes just kept piling up. We found it hard to get hold of exactly what we were looking for when buying second-hand, and it was time consuming. So was the process of trying to sell the clothes on to others. We believe in circular fashion and wanted to find a way to prolong the life cycle of each garment.
How do you pick your products and what you sell?
We try to find brands that are sustainable and have good quality and clothes we love ourselves.
What have been and are the major challenges?
To get the customers to go from buying to renting, it's a change in your consumption you have to do - to dare to do something different.
What has been the largest gain?
All fantastic customers, it's like a sweet community.
What do you think needs to change now in the fashion industry to make it more sustainable?
The prices, big companies offer clothes almost for nothing - then it's so easy to just throw away the clothes - we need to be more conscious.
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
If you want to buy stuff - please buy with high quality that has a longer life and can be passed on to others.
What’s the best thing about A Second Love Affair?
Our fantastic customers that dare to try something new - renting instead of buying - and returning again and again!