T-Shirt as a Service – you are (still) ahead of your time

An idea that lasts

When we launched the “T-Shirt as a Service” concept, it was much more than a new sales model for us – it was a bold step towards a real, tangible circular economy.

Initial interest was high – understandably so, as the idea of ​​using clothing instead of owning it is new and unfamiliar to many. And as is often the case with innovative approaches, there was enthusiasm alongside criticism. Some questioned what this model had to do with sustainability – or what exactly the innovation might consist of.

This dialogue was crucial for us. Because change begins when existing thought patterns are challenged and new perspectives are opened up.

The basic idea is actually simple: Instead of buying a T-shirt, you only pay for its use. For a monthly fee, you regularly receive a fresh Supreme T-shirt – and simply return the used one. We'll take care of the rest: refurbishing, reusing, or recycling, depending on its condition.

A simple principle with great potential:

• Less possessions, more benefits

• Better planning for production & resources

• A closed textile cycle in which nothing is lost

Why we are currently pausing the subscription model

After an intensive testing phase, we decided to put the model on hold for the time being. This decision wasn't easy for us – the feedback was almost entirely positive, the interest was high, and the vision was clearly the right one. At the same time, we also realized during the testing phase:

• Technically, there are still too many hurdles to offer the service at the level of quality that we expect and that people expect from Muntagnard.

• Logistically, further developments are needed to scale the model efficiently and sustainably.

• And culturally , the concept is still unfamiliar to many – “using” a T-shirt instead of owning it requires a change in thinking that takes time.

That's why we consciously decided to take this step: not because we doubt the idea, but because we want to give it the chance to come back really strong - at a later date, with even more maturity, experience and power.

What remains – and what comes

Our ambition to transform the textile industry towards a truly circular economy remains unbroken.
Our passion for testing new ideas and taking bold approaches lives on.
And of course, our Iceep service will remain in place – so you can continue to easily return worn-out Muntagnard products and receive a voucher.

T-shirt as a service is not off the table. Quite the opposite:
We see it as a valuable first test, a learning field, a foundation.
We continue to work on this model in the background with full conviction and curiosity – firmly believing that the right moment will come.

We believe that the idea of ​​no longer owning clothes but using them consciously has great future potential. Perhaps in a few years we'll look back and wonder how it was ever customary to buy certain items of clothing – instead of simply paying for their use.

What seems unfamiliar today could be completely normal tomorrow. Real change sometimes requires not only courage but also patience. And we're willing to invest both.