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In August last year, Selfridges launched its new sustainability-focused Project Earth initiative. The launch, which included a range of new pieces from sustainable brands, featured the eye-catching announcement of a permanent space for the fashion rental platform HURR. It was a mainstream crossover moment for HURR and the wider fashion rental industry.
The idea underpinning the model is simple: the customer pays a relatively small amount to ‘rent’ a garment for a weekend, holiday, or occasion. It provides a more affordable, accessible and sustainable alternative to the cycle of buying and disposing of items.
It’s popular, too. The burgeoning market (which, until now, has largely been geared towards women) has reported a series of eye catching figures over recent years, pointing to extraordinary growth. By Rotation’s user base more than doubled between March and September last year, while Rent The Runway a U.S. based service was valued at $1 billion