Umpteen Desire

Umpteen Desire: Conscious fashion without compromise.

United Kingdom
Year Founded:
Organization type: 
nonprofit/ngo/citizen sector
Project Stage:
$50,000 - $100,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

UK produces apparel waste of 350,000tonnes worth £140millions pa. The model solves the problem by providing unlimited clothing service to customers via subscription on their monthly budget whilst saving the environment by reducing 14%carbon 10%water and 9%waste consumption more than other methods.

WHAT IF - Inspiration: Write one sentence that describes a way that your project dares to ask, "WHAT IF?"

What if you never have to repeat or launder your clothes ever again and all this contribute to a better and safer environment?
About Project

Problem: What problem is this project trying to address?

World population is rising at 1.13%pa & land is limited. Every year, 1.14million tons(mt) of new clothes add to the clothes life cycle of which,the UK alone produces apparel waste of 0.35 mt worth £140millions pa. sent to the landfill. Decomposition of clothes release methane (greenhouse gas) which is a significant contributor to global warming. To provide a disruptive solution without compromising on the umpteen desire of fashion is a challenge.

Solution: What is the proposed solution? Please be specific!

The model solves the problem by providing unlimited wardrobe to customers in the comfort of their home via subscription on their monthly budget whilst saving the environment by reducing 14% carbon 10% water and 9% waste consumption more than other models. By not providing ownership of the garment we are increasing the value of the garment as well as ensuring it’s well taken care of. It helps to put the clothes into circulation for a life longer than its counterparts. Apart from living its life as a garment it will live an additional life as upholstery. Our model has the potential to keep at least 0.1mt out of landfill year-on-year. 2/3 of the 7950 surveyed UK residential are assertive of wearing good quality, stylish pre-worn clothing.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Every woman once in a lifetime has dreamt to have a princess wardrobe where she never has to repeat her clothes again. But reality is different and mostly this umpteen desire remains unfulfilled, we try to achieve fulfilment by buying more, but it's short lived and soon we realise that as we add clothes to our limited space we are discarding cumulatively a large volume which in turn affects the ecosystem. This model is for all those real life princess to have an unlimited variety of clothes, not having to repeat or launder them and at the same time help to reduce the carbon water and waste footprint. Working on a subscription principle helps the individual stay on their budget whilst enjoying the luxury of great premium quality fashion.

Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.

The impact of the idea is substantial. It has a potential to reduce 14% carbon 10% water and 9% waste footprint more than other existing models.Every year 1.14million tons(mt) of new clothes add to the clothes life cycle of which 0.35mt are sent to the landfill. Our model will keep at least 0.1mt out of landfill year-on-year. 2/3 of the 7950 surveyed UK residential are assertive of wearing good quality, stylish pre-worn clothing. The concept has a market potential of £2.28bn in the UK and can be scaled globally. Having a digital platform helps to practically implement the idea and expand globally, very quickly with at least one ‘see-me-before-join-me’ regional centres ensure we are not only able to tap the growing online users (market expected to reach £19 billion by 2019, currently at £11 billion) but also build trust with physical existence. (Data as recorded by WRAP report,2012)

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

We will procure garments from sustainable factories to reduce 4% carbon & 8% water footprint in contrast to traditional procurement. Furthermore, by taking responsibility of all laundry processes ensures potential reduction of 15% carbon, 10% water and 9% waste compared to traditional industry. Our approach to recycle and up-cycle end-of-the-life garment into an upholstery ensures potential reduction of 2% carbon and 1% waste. We guarantee that the clothes that enter our model will never see the landfills ensuring they are put back into the extended cycle at least twice before disintegration.

Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?

Apart from the initial seed capital, the plan will sustain itself and generate revenues from the subscription model. The customers subscribe to the website to gain access to their unlimited wardrobe which will be the main source of income apart from the revenue generated by selling some specific up-cycled products.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

The problem is being addressed by vintage, second hand shops, charity shops and clothes recyclers . Our project differs as it reduces more carbon, water and waste footprint then individually by each of them without having customers to compromise over quality, style, size and price.

Founding Story

Being from the textile background The idea is an outcome of prolong thought process to help the growing demand of the consumer towards fast fashion at the same time concerns over environmental impact fast fashion has created.


The present team comprise of 2 founders having 5 years of professional experience. Akshita Bajpai would contribute her SCM expertise , find right manufacturing/supplier partners,handling customer/delivery relationship along with establishing the eco-friendly laundry processes. Tushar Kaul will ensure our marketing on the digital/traditional platforms and overall management of the business. Free lancers and staff are likely to be hired for packaging,dispatch and admin work from time to time.
Value Chain: Where does your work fit into the apparel value chain? [check all that apply]

Raw Materials, Consumption.

Your Role: What is your relationship to the apparel industry? [check all that apply]

Consumer, Retail Representative - Specialty Store.

Target Population: What stakeholder groups do you engage or empower in your work? [check all that apply]

Consumers, Women, Youth.

● Intervention Focus: What are you trying to achieve / influence? [check all that apply]

Conscious Consumerism, Environmentally Sustainable Practices, Recycling or Circular Economy, Transparency.

Lever for Change: Select up to 3 ways your work is helping to transform the industry.

Organizing, Technology.

Is your project targeted at solving any of the following key barriers?

Hidden from View: Conditions in Forests, Farms, and Factories are Only Visible to a Select Few, Sustainability is Not Yet in the DNA: Fast Fashion’s Current Model Disincentivizes Value-Driven Economies.

Does your project utilize any of the innovative design principles below?

Disrupt Business as Usual: Target Key Players Who Can Influence the Bottom Line, Transform the Chain into a Web: Link Unlikely Sectors that Open New Pathways to Sustainability.

Innovation Inspiration: When you first conceived of your project, did you think of it as applicable to the apparel industry?


If you answered "no" to the previous question, which industry was your project originally aimed at transforming?

● Replicating in the Apparel Industry: If your project didn't initially target the apparel industry, how are you specifically tailoring it to do so now?


Are you nurturing or inspiring others to be changemakers? If so, how?


● Tell us about the partnerships that enhance your approach. How have you collaborated with others in the industry to increase your impact?