Loop Digital Wardrobe wants to make the shopping experience more sustainable for young consumers.

Loop Digital Wardrobe wants to make the shopping experience more sustainable for young consumers. Launched last week by Yellow Octopus, Loop is a U.K.-based “fashion ecosystem” where users can connect their online purchases, Instagram feed, and more to keep track of their wardrobe. Users can interact with their friends’ wardrobes, too, and Loop gives them hassle-free options for giving clothes a second life, whether they want to swap with someone, resell items, donate, or upcycle clothing. The Loop app can integrate directly with a retailer’s point of sale so users can see what their friends are buying in real-time, and retailers can collect post-purchase data on items sold. YPulse told you about sustainable fashion app Bandi, which is also working to combat clothing waste in the U.K., and Loop is joining the fight to inspire young people’s fashion choices—and encourage them to give their clothes a new home when they want to switch things up. (Just Style, Charged Retail)