CONTEXT Today’s overconsumption of clothes harms the environment and the people involved in the production. Although (clothing) consumption plays an essential role in society and therefore could not be eliminated, an improvement could be made by: Preventing people from buying items they will not wear. Preventing the industry from producing clothes their consumers will not buy. THE CONCEPT ‘Hooked’ is a product-service system existing of a keychain and an app. The keychain is linked to the app, and automatically imports new purchases into its wardrobe section. Through the app, the service enables online wardrobe organization; optimized through exercises that help the user to define her personal style and organize her wardrobe. Besides, these exercises provide the user with styling advice and offers new tools for wardrobe organization TWO MAIN GOALS Refective purchase behaviour (1) Through the exercises ‘Hooked’ triggers the consumer to reflect on her (future) wardrobe, her personal style and inspires for new strategies of clothes selection. The consumer is motivated to think beyond short-lived, trend-based clothing. A more sustainable fashion industry (2) 30% of the clothes that are produced are never sold, nor worn (Matevosyan, 2014). This is caused by the industry not knowing her consumers and their preferences. As the keychain links the consumer’s identity to the system, the participating retailers get to know who buys what. The styling exercises gather data regarding personal style preferences, the consumers’ body types and the way they compose their outfits. Therefore, participating retailers receive an extensive set of consumer insights enabling them to optimize their production in order to (1) save money and (2) environmental and human resources.