In 2010, Edda Hamar produced her first fashion show for her final year of university. With a strong passion for fashion, Edda was disappointed to learn of unsustainable practices in the industry. Starting her own garment sharing website, Edda’s aim is to create a practical way to enjoy fashion in an ethical and sustainable way.
My name is Edda Hamar and I'm the co-founder of Lána, which is based in Brisbane.
Lána is an online marketplace where people can rent out their clothes. It's like Airbnb but for fashion.
The responsibility does sit with you at the end of the day, so there's expectation and there's responsibility, which never goes away, and can get very tiring. I'm constantly challenged with anything from finance problems, to operational problems, or marketing problems, and coming up with different ideas across every single department, which I find really stimulating and interesting.
I think people are more open to sharing their resources because we have been exposed to businesses like Airbnb and Uber where it's not all about doing business with companies and establishments. There's a lot of benefit and a lot of value with doing business with everyday people, and I think people might be craving that a little bit. They want that personal touch.
Born in Iceland, Edda's childhood was full of travel when her parents decided to sail around the world. Through this, she gained a deep respect for different cultures, people and the environment.
Fast forward to 2010, when Edda was studying at university and producing her first runway show. As she began to learn more about the fashion world, she began to learn the effects that unsustainable fashion practices had on the industry, its consumers and the environment.
Edda set out to educate others on the effects that these practices had on the environment. She co-founded an organisation that promotes sustainable designs and launched a magazine sharing stories from behind the fashion industry. In 2016, Edda started working on Lána, an online marketplace for clothing rentals. Lána is a practical way for people to enjoy fashion sustainably. Customers can rent and return clothing, providing a great opportunity to share information about sustainable fashion and positively influence purchasing decisions. By providing a shared economy for fashion, Edda is hoping to change the fashion industry, one garment at a time.