VIC - Very important Choice is the first Smart Conscious Community in Europe for sharing 100% sustainable fashion items.
VIC Monthly Membership 49€
Choose 3 new fashionable + sustainable items every month
Do you love sustainable fashion but it is hard to afford it? Choose your favorite items on VIC, they get delivered straight to your door! The service includes eco-laundry disinfection at every cycle of use and handmade recycled packaging.
2. VIC Premium Event 109€
Dress Sustainably on Any Occasion
Do you have a fancy or business event coming up and you want to wear a beautiful outfit aligned with your values? VIC selects the best outfits with ethics + aesthetics and a dedicated stylist will help you find the best shape that suits you.
VIC - Very important Choice is an innovative start-up based in Milan striving for a positive social and environmental impact.
VIC is the first Smart Conscious Community in Europe for sharing and circular fashion with a focus on 100% sustainability.
VIC is a platform for sustainable fashion brands that are able to blend ethics and aesthetics: VIC organized a wide array of events and activities aimed at giving visibility and strength to the start-ups.
It is also a monthly rental online service for fashionable and sustainable items. VIC handpicks selected brand partners that can guarantee on the traceability of their items for a more transparent and fairer fashion industry. In return, they get visibility to a targeted segment of interested consumers and influencers.
This disruptive business model of VIC blends together the latest economic trends of sharing and circularity. People in the community can access sustainable brands (Luxury and Pret-a-porter) for a fraction of the cost by using VIC’s sharing platform. On the other hand, by using a product instead of buying it, the conscious consumer contributes to a positive loop of circular economy as it avoids the creation of future waste.
Sara Francesca Lisot
Co-Founder & CEO
She has always had a keen interest in sustainability, impactful companies and social innovation. She graduated from a Master in Social Entrepreneurship & Management in 2015 (Roskilde University, Denmark). She now runs a life coaching business for Life Design & Nature Connection in Italy and online (www.artofgreen.eu), together with running VIC - Very Important Choice.
Francesca Romana Rinaldi
Co-founder & President
She is the director of the Master in Fashion Direction: Brand & Business Management and the New Sustainable Fashion short course at the Milano Fashion Institute. She is often invited as speaker at international forums; she is also speaker at the UN for the topic of Responsible Fashion.