Small barriers matter.

Last week we asked our community a simple question: Does it feel different to wear something that isn’t yours? 

Ownership still runs deep

The answers revealed something interesting. For many people, ownership still runs deep. Clothing is often something we choose with care and wear for years. That creates a strong emotional connection. People have favourite pieces that also carry memories. Wearing something that truly feels “yours” still matters.

But at the same time, most respondents were not opposed to renting or borrowing at all. What changed was the feeling of wearing. Several people mentioned that wearing borrowed or rented clothing makes them more careful. More aware. Sometimes even a little less relaxed. Not because they need to own the item, but because responsibility becomes part of the experience.

The barriers are rarely ideological

To our surprise, the barriers people mentioned were rarely ideological. They were mostly practical: the logistics of returning an item, whether it would fit, or the fear of damaging it. Small things, but clearly enough to influence behaviour.

Experience shapes behaviour

When we talk about sustainable fashion, the challenge is often framed as a mindset problem. As if people simply need to be convinced. As if the right communication tools will make people change. But these responses suggest something else. In this case, behaviour is rarely blocked by belief. It is blocked by experience, or the lack of it.

This shows experience can play a transformative role in adopting new sustainable behaviours. 

People might fully support circular models like renting or repair. Yet small psychological or practical frictions can still prevent them from trying. Which means the real design challenge isn’t persuasion. It’s removing friction. Making the experience intuitive, safe and natural. 

Because once the barrier is small enough, the first experience can change everything. And once people have had a first positive experience, it can shape future ones and even develop into lasting behaviours. 

For brands: the real challenge

If you're building circular services, like rental, resale or repair, this insight matters. Adoption is rarely blocked by values alone. Often it is shaped by small moments in the user experience: How easy it is, how safe it feels, how natural it becomes. Removing friction is not just operational work. It is strategy.

A question that turned into a project

Sometimes progress towards circular fashion does not start with a system change. It starts with a single question. Listening carefully, and learning from what people answer. 

Sometimes a single question can start a much bigger conversation.

In this case, it’s already turning into a project: Helping a circular fashion brand explore the potential of rental. Follow our socials to see where this journey leads.