Lena is a Dutch pay-as-you-borrow fashion company. It stimulates more sustainable consumption and offers an innovative way of doing so. By offering garments from designers and brands up for rent, the company increases the lifespan of the garments and reduces the amount of new production. You simply pay for the product when you’re actually using it and receive a higher discount the longer it’s in your closet. The fashion pioneer also sells products the conventional way, but its website mostly works like a real library. Lena offers a mix of more sustainable brands and a vintage collection.