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Women incessantly complain about having a wardrobe full of clothes but nothing to wear. Why? Because they are non-judicious impulse buyers, get bored of new purchases quickly and don’t like being seen in the same outfit twice. Thus, they typically wear 80% of their wardrobe just 20% of the time.

Women incessantly complain about having a wardrobe full of clothes but nothing to wear. Why? Because they are non-judicious impulse buyers, get bored of new purchases quickly and don’t like being seen in the same outfit twice. Thus, they typically wear 80% of their wardrobe just 20% of the time.

99dresses.com solves this problem by digitizing and connecting thousands of womens’ excess clothes in to one massive online ‘Infinite Wardrobe of Free Fashion’. Members upload their garments in to the Infinite Wardrobe and sell them to other members for a virtual currency called ‘buttons’. They can then spend their ‘buttons’ on anything they want in the Infinite Wardrobe.

Such fleeting ownership increases efficiency: a $100 dress may be worn by 20 different women to 20 parties ($4 per use) instead of one woman wearing the same dress to 2 parties ($50 per use). Members can therefore keep a lean wardrobe of favourites whilst constantly receiving new items from the Infinite Wardrobe on demand.

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