Not long after Lindsay Leno graduated college with a degree in apparel design and manufacturing and began working in the retail industry, she learned how little the industry thought about the environment and sustainability. She saw this as an opportunity to work with her love of fashion while creating a sustainable business.

Leno, along with her husband, own the sustainable retail swap-shop UpShift. Customers bring in their stylish and gently used clothes, pay $20 and then refill the bags they brought in with new clothing. The model makes the business completely sustainable, which is important to Leno.

“My husband and I live as sustainably as we can within our household and felt very strongly about carrying that over to the business,” Leno said. “Our inventory is 100 percent sustained by our customer, meaning every single item in our store is there because it was brought in by our customer.”

UpShift was not always the exchange store it is today. It started as an idea in Leno’s head and a shop in the basement of her apartment building. Back then it was appointment-only and strangers would come to her basement to swap clothes.

But these customers were loyal and would bring in friends week after week. In return, Leno and her husband would provide music and wine to create a shopping experience not found anywhere else. It was the money made at these swap parties that made the business UpShift is today.

“We would not be here without those ladies that took a leap of faith and swapped in our old location,” Leno said.

Today, Upshift has two shop locations. The East Johnson Street location is a women’s clothing store and the location on Superior Street caters to the plus size market. Women between the ages of 25-40 frequently fill the store throughout the week. New moms and eco-friendly customers also make periodic visits.

Though there are many clothing exchange stores in Madison, UpShift is one-of-a-kind in its business model and shopping experience, according to Leno. The only competition she sees is football season.

“(R)ight now we see that our business is affected by, believe it or not, football,” Leno said, “We do see our numbers drop when the Badgers or Packers are playing during our open hours. I guess you could say Clay Mathews or Aaron Rodgers is really putting a cramp on our business.”

UpShift was started here in Madison by chance–Leno’s husband’s career relocated them here. But Leno knew Madison was the perfect community to try out her newly developed business model.

Since moving here and starting UpShift, Leno and her husband find ways to give back to the community. When clothes come into UpShift that do not fit the criteria for the store, they are eventually taken to school clothing drives and Agrace Hospice Care thrift.

In terms of expansion, Leno and her husband plan to open three more stores that will focus on children’s, men’s and maternity clothing.

“We want the customer to see this as an experience or event rather than schlubbing it out to shop,” Leno said. “It’s a reason, a good reason, to get out and mingle while acquiring some new duds.”