🇩🇰 Du finder den danske version af denne artikel her.

House of Share is one of the most promising new ideas for the future of fashion in Denmark. Think “Airbnb for clothes” – an app where you can both rent and lend out high-end designer outfits for special occasions. Behind the concept are Sara Dahl and Gustav Johansen, who bring together entrepreneurship, technology, and circular fashion with backgrounds from CBS, Deloitte, and DTU.

Today, House of Share ranks among the most downloaded fashion apps in Denmark and already partners with well-established companies.

We sat down with the two founders to talk about the idea, the journey, the challenges – and the future. Plus, we asked them the very questions that immediately came to mind when we first read their story.

Sara Dahl, House of Share

Gustav Johansen, House of Share

How would you describe House of Share to someone who’s never heard of it?

Sara:
“House of Share is a bit like Airbnb — just for clothes. It’s a platform where you can rent beautiful designer pieces for special occasions and rent out the clothes you have hanging in your own closet. This way, you can save money, make money, and do something good for the environment by extending the life of your clothes — without compromising.”

How did the idea for House of Share come about?

Sara:
“The idea actually came about quite naturally. I had a bunch of dresses hanging in my closet that my friends would often borrow — and I thought, ‘Maybe others would like to borrow them too… and be willing to pay a little for it?’ That was the start of House of Share and a mission to make it easier (and more sustainable!) to be well-dressed — without compromising on style or conscience.”

What has been your biggest challenge so far?

Sara:
“The biggest hurdle has probably been the fact that people are creatures of habit. We’re used to buying clothes – not renting them. So our biggest task has been (and still is) to shift people’s mindset and introduce them to a new and more sustainable way of enjoying fashion.”

How has the response been from brands and the fashion industry in general?

Gustav:
“In the beginning, the industry was a bit cautious – some probably saw us as a threat because we were changing consumer behavior. But that has definitely shifted. Today, a lot of brands are reaching out to us because they also feel the pressure to think more circularly and responsibly. The response has been overwhelmingly positive, and we’re seeing great interest in collaborations.”

You’ve quickly built a strong community and a lot of users in the app – who is your typical user?

Sara:
“She’s typically a woman between 18 and 40 years old – and she’s usually heading to something special: a gala, a wedding, a milestone birthday, or maybe she just graduated. She wants to look amazing without spending a fortune on something she’ll only wear once. And at the same time, she likes the idea of making a more responsible choice – without compromising on style.”

Who or what inspires you – personally and/or professionally?

Gustav:
“There are a few people and things that come to mind. First and foremost, my mother.
Then, Paul Graham, founder of Y Combinator. I’m inspired by his thoughts and his often counterintuitive takes on startups and software, which he typically shares on his old-school blog from the early 2000s.

Sara – my co-founder and boss – is the most driven and welcoming person I’ve ever met, and somehow seems to have more hours in the day than anyone else. She’s the unstoppable type who leads from the front and makes things happen, which creates a huge sense of stability for my areas of the company. It’s incredibly inspiring to work closely with someone you also genuinely look up to.

Another major source of inspiration for me is the process of taking an idea or a thought and turning it into a piece of software that people in the real world actually use and enjoy. It might seem simple to tap a button on your iPhone, but behind that simplicity lies a huge amount of invisible craftsmanship that gives the button its true value. It’s a creative – and often frustrating – process, but when everything finally comes together and you see people using what you’ve built, it’s almost euphoric. That feeling becomes even more powerful knowing that people are using it not just for themselves, but for something bigger – like helping the climate.”

Sara:
“For me, inspiration largely comes from the idea of creating a more sustainable approach to fashion – without sacrificing what we wear. Let’s be honest: when we’re getting dressed for a special event, we still want to feel good and look great. That’s why it’s been so important for me to develop a solution that allows people to dress beautifully while doing something good for the planet.

Professionally, I’m hugely inspired by Gustav, whom I randomly crossed paths with – and who has since become my co-founder and the tech brain behind House of Share. He’s not only incredibly skilled but also a genuinely kind and diplomatic person to work with. His ability to dive into complex topics and execute at a high level is something I find deeply inspiring.

I also find a lot of inspiration in the world of sports. I’m very active myself and fascinated by the dedication and perseverance professional athletes show. I try to mirror that mindset in my work – constantly training, constantly improving – so that, in the end, we can reach our goals with House of Share and, in a way, stand at the top of the podium.”

What’s the best advice you’ve received along the way – and what’s next for House of Share?

Gustav:
“Execute – and don’t wait for everything to be perfect. That’s a piece of advice we’ve truly lived by. Our next step is to open up to even more audiences. We have some really exciting initiatives in the pipeline, and we’re looking forward to making House of Share even more accessible and relevant to even more people. We see a huge potential in expanding into the outdoor market, which is exactly what we’re currently developing further.”

Subscribe to dontt.dk’s newsletter for free: Get our weekly updates on culture, branding, entrepreneurship, and inspiration—rooted in Copenhagen—delivered straight to your inbox.