Reframing societies’ behaviour to clothes: Isobel Wiles reflects on winning Innovate UK funding and business support

BA Fashion Design Technology: Womenswear graduate, Isobel Wiles, is inspiring consumers to make the fashion industry more community focused – one shared garment at a time. Isobel has recently won an Innovate UK Award, giving recognition for her innovative business CloSh - clothes sharing app which provides more wardrobe choice with less commitment.

CloSh has also been selected for UAL’s Incubator: Grow and Innovate UK’s Design for Growth programme, a fully funded initiative to support business growth by applying a user-centred, design-led approach. With this exposure to business experts in the fields of design strategy and sustainability, her developing business will pave the way for a more environmental and nurturing fashion future. We caught up with Isobel to find out more about her successful entrepreneurial journey and these opportunities.

Congratulations on your award from Innovate UK! How does it feel to have your work acknowledged in this way?

Thank you! Winning the Innovate UK Award is incredibly validating and inspiring. To have CloSh and its potential impact on the fashion industry recognized by such a significant organisation fills me with a sense of pride and motivates me to continue pushing boundaries. I can already see that the £15K funding and one-to-one coaching I am receiving as part of the award is accelerating the development of CloSh.

It's been a really exciting time for you, and you have a really interesting story so far. Please tell us more about CloSh and what inspired you?

CloSh – clothes share – lets you multiply your wardrobe for free. It provides a sustainable way of experimenting with fashion by giving you more choices with less commitment.

CloSh is a social app that organises shared wardrobes between you and your friends. It allows you to directly borrow the clothes you see and effortlessly lend and co-own items. Invite your friends, share photos of your daily outfits, and tag the individual clothing pieces. Then browse each other's wardrobes from your phone to discover clothes you could borrow. CloSh will keep track of who is borrowing each item, so nothing ever goes missing again! You’ll get inspiration for new ways to style your own clothes from your friends and create space in your wardrobe to borrow and experiment with other pieces.

With premium, you can set return dates and send automatic reminders, find out what you haven't worn in ages, and see the cost per wear of items. You can also discover people nearby on CloSh, who share the same size or style as you and build new friendships.

The inspiration behind CloSh stemmed from realising that 64% of 16-24-year-olds in Britain buy clothes they then never wear, and half of all fast fashion is disposed of within a year. By sharing and wearing clothing items for 9 months longer we can reduce their carbon footprint by 20-30%.

CloSh clearly has community and sustainability at its core. What do these things mean to you?

CloSh is grounded in the understanding that sustainable fashion is not just made from better materials and processes, it’s lived in for longer and cared for better. It’s about making the most out of what we have instead of wasting it.

By sharing clothes, we also build trust in friendships and nurture inclusive local communities. CloSh strives to grow communities that have a collective power to revolutionise societal attitudes and behaviours towards clothes.

As well as winning an Innovate UK Award, you were also selected to take part in UAL's Incubator: Grow. How is this programme impacting your work with CloSh?

Participating in UAL's Incubator: Grow is immensely beneficial for CloSh. The programme is providing me with invaluable training workshops, mentorship, and networking opportunities that have already helped me clarify the business model, refine the value proposition, and develop CloSh’s brand identity. It's incredibly rewarding to be part of a community of like-minded entrepreneurs who share a passion for innovation and social impact.

How has your time at LCF helped you develop your business?

The emphasis on sustainability and innovation at LCF inspired me to create CloSh with the aim to disrupt the fast fashion industry. It was the unwavering support and encouragement I received from faculty members and fellow students that gave me the confidence to develop what started as a university project into a viable business. My time at LCF equipped me with the knowledge and mindset that helps me overcome challenges and stay motivated on this journey.

You have amazing drive and resilience, from being a finalist in the LCF Enterprise Challenge, to pitching as part of the Tata Varsity Pitch competition. What was the most valuable thing you learned from entering all these great opportunities?

I have learned there is so much free advice and support out there if you are proactive enough to go after it. Presenting my business plan was at first daunting, but each time provides me with the opportunity to learn from expert feedback and get fresh perspective and ideas. I am constantly iterating and evolving CloSh from the insights I gain and each time I get a step closer to achieving my goals. Moreover, they have helped me improve my pitching skills, articulate my vision more effectively, and gain confidence.

What you have achieved so far in starting CloSh is really inspiring. What are your hopes and goals for the future of your business?

My first goal is to gather a limited number of students to be CloSh’s early access users. It will be invaluable to hear from them which features are providing them with the most benefit. We are signing up early access users at closhapp.com currently.

On a greater scale, I hope to grow CloSh into a global sharing community. I envision our future to be one where borrowing and lending clothes is an everyday habit and friends can rely on CloSh to effortlessly organise their clothes sharing. My aim is for CloSh to empower its users with data on their wardrobes so that they can make more sustainable choices.

What one piece of advice would you give to LCF students and alumni who are embarking on their own entrepreneurial journey?

Don’t let the status quo hold you back, break expectations, and take on the challenge of innovating more sustainable practices. Share your ideas (as well as your clothes!) and, when you do, you’ll find people will help you. Believe in your vision and your ability to make a meaningful impact. With CloSh, it is my passion that drives the business forward.

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