All the outfits you want, minus the hefty price tag and the long-term commitment? Continuiti is your new shared closet for all shoppers’ style and event needs
In recent years, lending and renting clothes has become prevalent both as a business model and a means to promote eco-conscious consumerism. Continuiti, a new Gen Z-run brand, eases the industry’s environmental burdens—and solves your I-have-nothing-to-wear problems at the same time. Ina Cruz, Rocio Escaño, and Sam Villavicencio are three friends who are now co-founders of a sustainable and conscious enterprise that extends the lifespan of clothing items, promotes a circular fashion economy, and reduces waste through the reuse of garments.
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Just Like a Best Friend’s Closet
“After sifting through each other’s closets, we felt compelled to create this space where we could promote re-using quality pieces, eventually making clothing rentals synonymous to shopping,” Ina shares with MEGAStyle. “At our core, we want to share the joy of wearing something beautiful for the first time—over and over again.”
Women of all ages know a certain stance: athwart the closet, brow furrowed, mouth drawn, listlessly dismissing garment after garment on “that” chair, or the bed. Banishing the nothing-to-wear and tired-of-your-wardrobe feeling once and for all, Continuiti is the new go-to to refresh your personal style needs and help fill in the sartorial gaps. Looking to diversify your wardrobe? Continuiti makes it entirely possible. Suiting up for a date, slipping on a gown for an event, or finding some resort wear to soak up the sun? It doesn’t matter. There’s no denying the joy of putting together a new outfit. “We imagine it as your best friend’s closet: there with our cult favorite pieces and fresh ones to try on, too,” Rocio says. Sam adds, “It’s your dream closet forever. Fashion is our language and our goal is to have clothing rentals be the answer to every occasion and vacation.”
What a dream indeed—its repertoire of brands includes a range of familiar names such as House of CB, Princess Polly, Reformation, Revolve, and more. Enough with the one-time-wear items! With a vast selection and highly-coveted pieces from local and international names, you can find new pieces to try on without suffering the consequences of an impulse purchase and without contributing to the never-ending cycle of outfit accumulation.
A Slower Take to Fast Fashion
Getting your fashion fix with minimal environmental impact? “It’s a win-win for all fashion-forward individuals!” Sam continues. The three co-founders then say, “We envision a future where renting clothing is not just practical, but an inspiring and luxurious experience. We believe that luxury can be synonymous with circularity and accessibility, setting new standards in the Philippine fashion industry.”
These three Gen Zs are extending the life of each garment while minimizing closet clutter, flipping the script from overconsumption and the tiresome shopping patterns of fast fashion that harm the planet. Circularity is now touted as the future of fashion, and Ina, Sam, and Rocio are leading the way—benefitting the wearer, the lender, and the environment with Continuiti.
When you borrow, you experience the magical energy that comes from renting a dress that has gone to so many joyous occasions (weddings, birthdays, parties) and passing on those positive vibes to the next person who wears it.
“Renting clothes is much more sustainable, especially for special moments where you only wear the piece once,” the co-founders tell MEGAStyle. “Also, by giving your piece a second life, you allow another girl the chance to feel just as beautiful as you did.” Their idea of sharing closets is Club Continuiti, a community of ladies “with a shared goal of elevating each other’s style through tips and uplifting support.” You can sign up on their website and get a 5% off your first rental.
Saving the Closet…and the Wallet
It’s a tale of love: girl meets dress…for less than half its retail price! Renting is the cost-effective way to refresh wardrobes without constantly purchasing new clothing amid inflationary or trend pressures. “Since I began working and shopping with my own money, jumping on each trend bandwagon has been mentally and financially exhausting,” Ina shares. “I feel that current overconsumption practices have led to these ‘affordable’ clothing options that often compromise quality. Nowadays, new clothes worn once lose their integrity right after the first wash. I felt so strongly about creating another way to shop without having to choose between affordability and quality, while discouraging overconsumption. From this, Continuiti was born.”
The brand is your answer to the cash-savvy who wants to join fast-moving fashion trends—wear a variety of styles for significantly less and save copious amounts of money. That means the chance to wear top-tier designers and emerging talents without the hefty price tag. Nothing beats wearing that cute Alexander Wang mini dress or that quintessential Gimaguas Montego checkered number with no buyer’s remorse down the line.
New outfits: check. Environment: check. Charity? Check.
Not only are Continuiti’s founders arbiters of fashion-forward practices, but they are also drivers of social responsibility and change. “Thousands of Filipinos who have become victims of yearly typhoons struggle to find clothing to wear after disasters strike,” Rocio tells MEGAStyle. “We have partnered with the Aksyon ng Kabataan Organization (AKO) to connect us with communities across the Philippines. Our initiative, Total Continuiti, aims to bridge our consumers, many of whom have heaps of unwanted clothes stashed away in the back of their closets, with fellow Filipinos through clothing donation drives. Lenders may also opt to donate a portion of their rental earnings to build learning centers in rural communities across the Philippines. This way, we build a process of Total Continuiti, where your donations bring warmth and comfort to partner communities in need.”
Love to lease: borrow to save, lend to earn
Have clothes that are sitting in your closets, unworn and a bit neglected? Continuiti’s answer is to monetize them for a passive income stream without losing ownership. While you raid others’ closets—hello vintage gems!—you can also earn simultaneously by opening the door to yours. The best part is? They’ll be taken care of. “We would never compromise on preserving the integrity of our lender’s pieces. Cleaning after borrowing will always be on us, ensuring proper care according to stated standards, and all pieces will be safely stored at our showroom,” Continuiti’s co-founders declare. “We understand how much our lenders love their pieces, and we will treat and love every item in our closet just the same.”
An easy solution that allows you to rent pieces seamlessly and without seams
Continuiti is the easiest way to ensure your next events are your best-dressed yet. Their website is easy to navigate: find a piece you love, book your days (you can keep the piece for four days, or request for an extension if needed), and pay for it. A hurrah for the last minute shoppers who have urgent wardrobe needs—they also deliver the item to you on the same day!
If you’re unsure if the piece will fit you, schedule a fitting here and browse through the racks yourself.
The rise of Gen Z CEOs in Philippine fashion
The idea of producing a bottomless and evolving wardrobe that keeps your budget intact and provides minimal environmental burden was first birthed in 2022. “Our dream was elevating everyday wear with style and sustainability in mind,” Ina tells MEGAStyle. “Now that it’s finally here, we’re so grateful to share what we’re passionate about while moving towards a more sustainable future. We want to consistently grow through feedback, relationships, and innovation to ultimately become agents of change…in a cute outfit, of course!”
Gen Zs are redefining the values of the fashion luxury mix: sustainability, transparency, technology, and circular innovation. “Clothing rental for elevated everyday wear has been booming in the UK, the US, and Australia, and we’re excited to bring this concept to the Philippine market with Continuiti,” Rocio says. “The support we’ve received has been incredibly reassuring that we are indeed filling a gap in the market, and we can’t wait to share even more of our closet with Club Continuiti!”
Finally, Sam weighs in and adds, “I believe that Continuiti has the potential to influence fashion-lovers to become more sustainable. As someone who loves to experiment with style, I am inspired to give others the avenue to wear different pieces in a way that doesn’t harm our planet. Our earth has been calling for help, and Continuiti is finally a stepping stone for us to answer that call—one shared closet for one shared planet.”
Photos and Featured Image: CONTINUITI; ROCIO ESCAÑO, KATARINA CRUZ, SAM VILLAVICENCIO (Via Instagram)
