Impossible Wardrobe

Coward's Choice - white-silver.jpg

Business strategy

Every year, 350,000 tonnes of used clothing goes to landfill in the UK alone. Most of the clothes are thrown away not because they are worn off, but because they don't longer fit, are difficult to clean, or we no longer like them. Impossible has come up with an app that will make you better manage your collection of clothes - suggesting new combinations, reminding of the clothes you haven't worn for a long time, and thus extends the active life of your clothes so that you wear them longer. Resist the throwaway culture!