In a time when sustainability is at the forefront of both the consumer and retailers attention, when it comes to making conscious decisions toward new purchases, renting your wardrobe is a new trend that's taking off globally. In the UK, a rental website Hurr and state side the platform Rent the Runway exploded onto the scene making other brands listen up to their big idea and and solution to the ongoing problem of sustainable wardrobes.
I believe that the future of fashion is headed in the right direction by creating platforms and corporations like this, meaning instead of making spur of the moment orders from cheap and unethical companies, consumers and retailers can create a cycle of using and reusing clothing reducing waste for both the production process and after single uses by owners.
This new concept of creating a fashion cycle rather than lifeline is something that can be applied to so many products in both the fashion and lifestyle industry and has the potential to change and save the planet by drastically reducing the quantity of products that end up in waste land and therefore the the mass of chemicals in the earth.
In my opinion renting clothing is something that is very applicable to clothing companies as well as separate corporations as it can be, and is being applied at all price points throughout the market. For example American Eagle now has a rental scheme, where consumers can subscribe and rent out a few items per month before returning them or purpachsing them for a discounted price. This is potentially a more achievable approach to sustainability for people with a smaller budget and still a demand for constantly changing wardrobe. It also means that people who perhaps couldn't afford designer or more high end labels, can now rent them for a fraction of the price of their original cost.
Overall I think this is a new and affordable method of making the industry much more sustainable and means consumers are making less of a sacrifice to their wardrobe, however still having the flexibility of a changeable wardrobe.
St.
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