Catherine Valdivieso and the SwapCo App Make Sustainability Stylish

Show notes for this episode come from an article that has been republished with approval from the author, Carlos Roa. See the original article here.  

As billions of garments end up in landfills each year, Catherine Valdivieso’s SwapCo app makes sustainable fashion simple by helping users “swipe, match and swap” clothes while curbing overconsumption this holiday season  

By Carlos Roa  

According to Earth.org, the fashion industry produces more than 100 billion garments each year, and an estimated 92 million tons of them end up in landfills. That is the equivalent of a garbage truck full of clothes dumped every second.  

The same source states that if nothing changes, that figure could rise to 134 million tons by the end of the decade, while the industry’s carbon emissions are projected to increase by 50 percent by 2030.  

To help reverse that trend, Catherine Valdivieso, CEO and founder of SwapCo, created an app designed to make sustainable fashion social, local, and easy. SwapCo works like a “dating app for fashion”: users upload photos of their clothes, swipe to find matches, and connect with others to swap items in person. No packaging, no shipping, no waste.  

With record levels of clothing waste worldwide, Valdivieso’s work comes at a crucial time. As the holiday season approaches, her message is simple: slow down consumption and rediscover joy in conscious fashion choices.  

“I wanted to show my kids that small actions matter,” she said.  

Catherine, what gave you the idea to create SwapCo?  

It began as a personal wake-up call. I watched The True Cost, a documentary about the dark side of fast fashion, and I was shocked. It made me question my own habits. I tried renting clothes, but everything came wrapped in plastic and shipped across the country. It just didn’t feel sustainable. I thought, what if there was a local, people-driven alternative? That’s how SwapCo was born.  

You’ve mentioned that your children inspired you to pursue this mission.  

Absolutely. I think about the world they’ll inherit, one where climate challenges and waste are daily realities. I wanted to set an example. SwapCo is my way of showing them that small, individual actions can create meaningful change when multiplied by millions.  

Every year, 92 million tons of textile waste are generated worldwide. In the U.S. alone, the average consumer discards 81.5 pounds of clothing, about 2,150 pieces per second nationwide. When you hear numbers like that, what goes through your mind?  

It’s staggering. But it also gives me hope. If we can extend the life of garments through systems like SwapCo, we can dramatically reduce that mountain of waste. Clothes shouldn’t be disposable; they should tell stories and live many lives.  

Why do people find it so easy to throw clothes away?  

Because fast fashion made it normal. We’re used to buying cheap items, wearing them once or twice, and tossing them. Social media reinforces that; people don’t want to repeat outfits. SwapCo flips that script. Instead of discarding clothes, you can give them a second life and get something “new to you” in return. It’s fun, social, and sustainable.  

For those who haven’t tried it, how exactly does SwapCo work?  

Imagine if Poshmark and Tinder had a baby. You upload photos of your clothes, swipe right or left to find a match, and when both people agree, you chat to arrange a local meet-up. There’s no shipping, which means fewer emissions and more community interaction.  

“We’re changing how people see secondhand fashion”  

Some people still see used clothes as old or low-quality. How are you changing that mindset?  

By reframing the experience. When you open SwapCo, you see beautiful, trendy items, treasures waiting for new stories. It’s about style, not sacrifice. And because you’re connecting with real people, swapping becomes social and meaningful.  

We’ve seen incredible stories. One student swapped an outfit for her first job interview, and she got the job. Others have made new friends at swap events. Some users even suggested expanding the app beyond fashion to books or sports gear. That sense of community is what drives me.  

Beyond swapping, what sustainable habits do you personally follow?  

I try to buy less, choose natural fabrics like cotton or linen, and mend or upcycle what I already own. I also share clothes with friends. The key is progress, not perfection. Small changes add up when we all do them.  

“During the holidays, give experiences, not just things”  

The holidays are approaching, a time when consumption spikes. How can people make it more sustainable?  

It’s all about intentionality. Instead of buying new, consider giving experiences, like a trip or a meal together, or secondhand gifts that tell a story. A pre-loved item can carry more meaning than something new from a store.  

And what would you say to those who still want to enjoy fashion and gift-giving while being mindful?  

Focus on creativity. Swap an outfit for your holiday party. Gift something with a story. Conscious fashion isn’t about deprivation; it’s about finding joy in choices that are better for people and the planet.