Every year, the world generates an estimated 92 million tonnes of textile waste. At the same time, inflation is pushing many consumers to cut back on apparel spending, while most wardrobes remain underutilised. Fraded, a London-based startup, is stepping into this gap with a bold proposition: what if we swapped clothes instead of endlessly shopping for more?
Fraded positions garments as currency, letting users exchange pieces through its marketplace and pay only a small transaction fee. By creating a closed-loop economy powered by “Fraded Credits,” the app incentivises customers to circulate rather than accumulate.
From app to store: London as the testing ground
In April 2024, Fraded opened its first physical pop-up in Notting Hill to test how circular fashion translates offline. The store welcomed over 100 onboarded users, collected more than 200 items valued at £60,000+, and recorded a 45% return rate from customers who came back to swap again.
The physical space functioned not just as a shop, but as a community hub for conscious fashion, reinforcing the brand’s mission to make wardrobes dynamic, sustainable, and affordable.
A new wave of consumer behaviour
The timing couldn’t be better. In the UK, three of the most downloaded shopping apps—Vinted, eBay, and Depop—are built around resale. Meanwhile, in-person clothing swaps are on the rise, but no one has yet established leadership in the online swapping space. Fraded’s hybrid digital-and-physical approach could position it as the pioneer.
Gen Z is already driving the shift: over a third purchase apparel weekly or monthly, at the same frequency they clear out their closets. Fraded plugs directly into this rhythm, turning decluttering into an opportunity to access high-quality items at minimal cost.
Users describe it as “addictive”
Customer testimonials highlight the magic of the model:
- “I managed to swap many of my mid-range items for one I really coveted, getting a £1,000 piece for £5—it felt like magic.”
- “Fraded has opened my mind to a new way of consuming fashion… it feels like free shopping.”
- “I pop into the store almost every day. It’s addictive.”
These reactions suggest not only product-market fit, but also the potential for Fraded to reshape how people perceive ownership and value in fashion.
What’s next for Fraded?
After a successful London trial, the future is open. Whether through new pop-ups, international expansion, or further innovation in its digital platform, Fraded is exploring ways to scale its vision of a more circular, affordable, and engaging fashion system.