Innovation

The Op-Shop is a small local Roc business taking on global issues, such as fast fashion and inequalities due to sexual orientation and gender, one piece of vintage clothing at a time.

The fashion industry is the second largest polluter in the world. When faced with this issue major companies are either sticking their heads in the sand or producing excellent greenwashing PR campaigns. Very few are addressing the major pollution issues within the fast fashion industry. Even fewer companies are addressing the role of stereotypical gender norms in fashion.

These companies aren’t taking on these issues because they make millions exploiting workers, the environment, and consumers keeping their status quo. Fast fashion maintains itself on cheap raw materials and labor sold at ridiculously high margins to people who perpetuate trends and the idea of keeping up with the Joneses.

Inspiration

The owner, Joanna Carrol, started the shop as a way for her to work for herself while simultaneously living out her favorite hobby of collecting/sharing vintage clothing. Prior to founding the Op Shop Joanna worked in a "toxic corporate work culture" and she wanted to create a workplace that would embrace diversity and creativity. The Op Shop became a reality when a space became available for Joanna to sell her clothes and share a space with a salon. Then when the salon moved she had the opportunity to expand and rent out space to others like her and take the plunge to found the Op Shop in 2017.

Overall impact

Within the short term, The Op Shop has been able to provide a new shopping experience to the Rochester community while also providing income to twenty other vendors. Simultaneously they have created a safe place for those who do not dress within social norms and provided advocacy through their social media platforms surrounding the theme that clothing has no gender. Not to mention every piece of clothing sold at the Op Shop prevents it from going to landfill and wasting all the work, raw materials, and transportation that went into producing it.

In the future, The Op Shop wishes to expand their business model to other cities and towns to promote slow fashion and an equitable community. Thus promoting a sustainable practices for the environment and society.

Business benefit

The Op Shop sells vintage/used clothing but also offers styling, repair, and rental services. Which means The Op Shop operates three different circular economy models. The circular economy is a system that seeks to eliminate waste through continual use of resources. The three models here are product use extension, sharing economy, and product as a service. The linear economy or the take-make-waste model is dismantled as The Op Shop prevents their products from landfills or incineration thus extending the use of the product. The product lifespan can also be extended through repair services. Then through rentals The Op Shop is able to share its assets (aka unique and beautiful vintage clothing) with the community while retaining the possibility of selling said assets. The Op Shop also facilitates product as a service (or experience) they offer time within the store to play dress up, drink champagne, and have a photoshoot!

Social and environmental benefit

The Op Shop is not trying to sell everyone the same outfit or style but an experience of shopping for the perfect piece of slow fashion and the opportunity to become an entrepreneur liker herself with a supportive community. Joanna has created a success in prioritizing her community and planet before profit unlike the fast fashion industry.

Interview

Joanna Carroll, Founder