Upstream is the first fashion streaming service powered by music. The platform is an iPhone app that uses music and video to enhance the consumer’s shopping experience. Members can subscribe or use a pay-as-you-go service to try items. The returned items are cleaned and steamed professionally to ensure sanitation. Also, Upstream combines shopping with music discovery and social user-generated content from over 250 fashion and over 350 music creators, bringing together retail and entertainment.
The streaming service launched in the UK and plans to expand to the US and Europe. For now, it is available for download on the iPhone’s Apple App Store.
Upstream’s carefully selected product stream acknowledges the value of items from past collections. By effectively managing surplus stock from different seasons, the service minimizes its environmental impact while simultaneously encouraging the reuse of its products for secondary purposes.