Is this the future of fashion?
With 92 million tonnes of textile waste created globally each year, fast fashion is clearly a problem. We believe that fashion rental is part of the solution
There’s no denying that we’re in the midst of a thriving retail revolution right now, whether it’s swishing, swapping or renting our clothes, it’s never been easier to switch up our wardrobes, without always buying new, new, new.
‘Fashion rental is more about how we change what newness feels like,’ says Victoria Prew, Founder and CEO of HURR. ‘Fashion should still be fun, it’s that dopamine hit of unboxing something that feels new – to you. Yes, rental is part of the solution, but it’s not the singular solution. The current model is linear: we buy, we wear, we chuck it out. We need a more circular model of fashion, where rental, re-sell and repair are all part of it.’
‘It’s about supporting sustainable fashion brands too’, says Charlotte Morley, Founder and CEO of children’s clothing rental site thelittleloop. ‘And educating ourselves on the social impact of fast fashion too – helping consumers to shop for more ethically and sustainably produced clothing. It’s not just how much you’re consuming, but what you’re consuming too.’ Conscious fashion expert and TV presenter Jasmine Hemsley says: ‘Rising living costs have given us time to reflect and look at how many pieces we already own – it’s great to see John Lewis as a new benchmark for rental fashion – it raises that level of awareness for consumers. It’s like sharing clothes with friends, only now your friend’s got a massive wardrobe!’
Beth Pettet, Head of Fashion Brands at John Lewis, agrees: ‘There’s a whole sea change involved with fast fashion, and with making sure our own-brand fashion is made as responsibly as possible – not just as an add-on but from the start of the process too. We’re really excited to be helping to make rental more accessible – through thelittleloop and our fashion rental site.
