About Fjong
Norway's sustainable fashion landscape gained innovative dimension in 2016 when entrepreneurs Sigrun Syverud and Cathrine Simensen established Fjong as the country's first fashion rental platform. The Oslo-based service emerged from recognition that contemporary wardrobes could be reimagined through shared access rather than individual ownership, addressing both environmental and practical considerations.
Fjong's approach distinguishes itself by combining technology-enabled sharing with Norwegian cultural values around quality, practicality, and resource efficiency. The platform addresses the particular challenges of Nordic fashion consumption—where pronounced seasonal variations create needs for diverse wardrobes despite limited wearing occasions for many garments. This solution resonates with Norwegian sensibilities around pragmatic consumption and growing environmental consciousness.
The service has evolved beyond peer-to-peer lending to include partnerships with Scandinavian and international designers, creating a hybrid model that connects existing wardrobes with new sustainable fashion. Fjong exemplifies Norway's distinctive contribution to the circular economy—applying digital innovation to practical consumption challenges while reflecting cultural values that prioritize functionality and longevity over disposable trends. The platform represents fashion's evolution beyond the binary of fast fashion versus luxury purchasing, creating a third path that emphasizes access to quality over ownership of quantity.
Fjong's approach distinguishes itself by combining technology-enabled sharing with Norwegian cultural values around quality, practicality, and resource efficiency. The platform addresses the particular challenges of Nordic fashion consumption—where pronounced seasonal variations create needs for diverse wardrobes despite limited wearing occasions for many garments. This solution resonates with Norwegian sensibilities around pragmatic consumption and growing environmental consciousness.
The service has evolved beyond peer-to-peer lending to include partnerships with Scandinavian and international designers, creating a hybrid model that connects existing wardrobes with new sustainable fashion. Fjong exemplifies Norway's distinctive contribution to the circular economy—applying digital innovation to practical consumption challenges while reflecting cultural values that prioritize functionality and longevity over disposable trends. The platform represents fashion's evolution beyond the binary of fast fashion versus luxury purchasing, creating a third path that emphasizes access to quality over ownership of quantity.
Ownership & Tax Information
| Company Headquarters | 🇳🇴 Norway |
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