Introducing MY WARDROBE HQ – Sustainable luxury at the touch of a button

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Sustainable luxury at the touch of a button – Closet in the cloud –  The luxe AirBnB of clothing – Monetise your wardrobe – Net-a-Porter meets AirBnB – Sustaining shopping habits by monetising wardrobes – AirBnB your wardrobe – Rental economy, getting your fashion fix  

MY WARDROBE HQ is the UK’s first peer-to-peer and brand-to-peer wardrobe sharing app.  A social community for buying, selling and renting coveted mid to high-end designer clothes, shoes, bags and accessories from like-minded women.

MWHQ is the first real solution to the fast fashion crisis; the value of unused clothing in wardrobes has been estimated at £30 billion with an estimated £140 million of clothing going to landfill annually in the UK alone. Meanwhile, beautifully crafted, ethically produced luxury items are often cleared for a tiny % of their value. MYWHQ wants to turn this on its head, by showing consumers that if they buy less, buy better and rent it out, they get a better return on their investment.

MWHQ is a social shopping platform with a sustainable heart, one that is fully circular by allowing users to rent and monetise their own wardrobes. The unique buy and borrow model allows consumers to ‘try before they buy’, with no hidden catches.

The innovative secure payment solution, Shieldpay, will power payments exclusively on the platform to give all MWHQ customers complete control, with no hidden costs. Shieldpay brings trust to the marketplace by verifying the identity of all users and holding payment in the secure vault for the duration of the rental. This means MWHQ user can rent an item from 1 day to 1 year – which is completely unique. Many other rental platforms can only loan up to 7 days, and pre-authorise the full RRP of the item each time it’s rented.

MWHQ truly democratises fashion for a wider audience in a trusted environment that is monitored via a rating system. Anyone who is persistently negatively rated will be blocked from the app.
Available on desktop and app, the MWHQ app is beautifully designed and has the look and feel of scrolling through Instagram, allowing users to follow brands and people’s profiles and discover items that they are selling or renting.


MWHQwill be launching in September 2019 with designers including Kalita, Temperley, and Vivienne Westwood, with more brand partnerships to be announced in due course. Fellow rental platforms, Front Row and Nothing To Wear have also signed up, bolstering the offering with past and present collections.

MY WARDROBE HQ has been established by fashion industry veterans Sacha Newall, formerly Head of Sales & Marketing for, and Tina Lake who founded Sarah Angus joins as Content Director from, and Amanda Vaughan Lee is overseeing the creative vision.

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