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The practice of swapping fashions has recently been attracting
attention worldwide, particularly in Europe and the United States. This is an activity aimed at making more effective use of resources by providing a platform for people to exchange free of charge those fashion items in their closets that they don’t use anymore.
In London, fashion swap events sponsored by the credit card company VISA focus on the swapping of specific brands. Japan’s first major fashion swap event, “xChange,” was held in September 2007 in Tokyo. The xChange event is designed to exchange not only fishing items but also information and feelings from the owners of the clothes, using what is called an “episode tag.” Participants put tags on each of the items they bring and write their name and a bride episode about the items.
For example, a tag of a white jacket read, “This is a gift from a friend, but it’s just not my style.” On a tag attached to a pair of red shoes, a person wrote. “These don’t fit me anymore. I hope someone who loves red can use them.” Just as shoppers check price tags, some people check the episode tags before making a selection, imagining who used to wear the item. The episode tags make people aware of the human connection by exchanging goods.
Many participants say things like, “I’m very lucky to...