A new app promises to deliver the ultimate convenience by delivering your new purchases in under 90 minutes. NIFT (short for We Need It For Tonight) connects users with local independent labels in London, enabling fast delivery; perfect for solving last-minute sartorial dilemmas.
While we’re all about careful spending – especially during party season – sometimes busy schedules and late notices mean you’re left with nothing suitable to wear. Maybe an order didn’t arrive on time or didn’t fit, sending you back to outfit planning.
NIFT stocks much-loved brands such as Gucci, Miu Miu, Ganni, Rixo and Jimmy Choo, as well as countless smaller labels from boutique stores, all of which can be delivered straight to your door within an hour and a half.
It’s this love for independent brands that led sisters Simone and Roxanne Oloman to start their own practice. “Our passion is to showcase these hidden gems and promote the stores, encouraging customers to explore the offerings available to them locally rather than always opting for mainstream brands,” says Roxanne, one half of NIFT. The app is also using its presence to promote sustainable shopping in the face of fast fashion giants dominating the online experience. “We have carefully chosen our app to include conscious and luxury brands; we only want to include quality labels that extend the life of their products, unlike fast fashion brands that often become disposable after minimal use,” says Simone.
We spoke to the co-founders to learn more about the concept behind their app, fashion misconceptions and the future of NIFT.
How did you come up with the concept of NIFT?
FOR THIS REASON: “Roxanne encountered a late delivery of an item she was planning to wear to an event later that day. This led us to talk about how delivery in London is flawed: late and long deliveries, missed deliveries, inability to track orders Lots of incredible on-demand deliveries in the city Although there is an app, we both realized that there was no equivalent service for fashion where people could access quality brands and stores without fear of missing out on delivery. With the incredible variety of independent and local shops across London, there doesn’t seem to be a way for customers to discover what’s available in their area the way there is with food delivery apps. “So we built our app that gives customers access to: boutiques and brands in under 90 minutes.”
Your app connects consumers to local stores and boutique brands as well as luxury brands; Why was this important to you?
RO: “London has so many incredible boutiques and independent shops that people often overlook, especially when it comes to online shopping. Our passion lies in showcasing these hidden gems and promoting the shops, encouraging customers to explore the offerings available to them locally. Only stick to mainstream brands.” “Helping boutiques and brands deliver in under 90 minutes means they can keep up with big retailers. With the unfortunate closure of many stores, our aim is to attract new customers to smaller stores that serve as a digital extension of their physical presence.”
How does your app help us shop greener?
FOR THIS REASON: “We have carefully selected our app to include conscious and luxury brands; we only want to include quality labels that extend the life of their products, unlike fast fashion brands that often become disposable after minimal use. NIFT is the promotion of local shopping where we encourage users to discover what’s available in their area, and we do this 90 times.” “We’ll deliver in less than minutes. By making it easier to pick up orders from local stores, last-mile deliveries reduce emissions by 17 to 26 percent.”
RO: “Our commitment extends to prioritizing sustainable transportation methods, along with efficient routing and built-in real-time delivery tracking. Our approach aims to minimize the likelihood of missed or delayed deliveries, providing a seamless and reliable customer experience.”
What do you think needs to change to make the industry more sustainable?
RO: “Consumer education. If more consumers were educated about the environmental impact of their choices, that would be really helpful. Having supply chain transparency will help fuel that by giving consumers access to information about how products are produced and distributed, giving them the opportunity to learn more. They’re really committed to their values.” Support businesses that are compliant.”
What do you want people to know more about when it comes to the fashion industry?
FOR THIS REASON: “It’s important that people become more aware of the significant environmental consequences of fast fashion. The rapid production of low-quality, one-off clothing contributes significantly to pollution, resource depletion and increased waste. People are not always sufficiently educated. Where these clothes come from and the often unethical business “By understanding these issues, customers who are informed that clothing is produced through sustainable practices can make more conscious choices about their clothing purchases and choose quality and ethical alternatives.”
What is the smallest change a consumer can make to be more environmentally conscious?
FOR THIS REASON: “Buying quality clothes that they actually love and will wear again, rather than buying a discounted item just for the sake of it and never wearing it. That’s something we were both guilty of growing up and something we’re very careful about now. We really want to do that.” Encourage all NIFT users to buy things they truly love and will wear again.”
What do you think is the biggest misconception about sustainable fashion?
RO: “One of the biggest misconceptions about sustainable fashion is that it is always expensive. While it is true that some sustainable fashion items can be more expensive due to the use of quality materials, this is not the case for everyone. Affordable and sustainable options are available and many conscious brands are trying to make their products more accessible.” working for.”
What’s next for NIFT?
RO: “We have lots of exciting plans for the future, including the launch of a website version of our app and the launch of many new exciting brands and boutiques. We would love to continue to grow and expand to other cities in the future.”
NIFT is currently only available to customers living in London.
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