Here's the TDLR:

• Circular business models like rental offer a sustainable alternative & incremental growth channel by reducing the need for new product manufacturing, minimising environmental impacts whilst accessing more customers.

• HURR Collective provides flexibility with its non-subscription rental service and supports over 50 brand partnerships, promoting sustainable consumption.

• By Rotation combines social interaction with sustainability, providing a platform for peer-to-peer rental and lending, while also tracking environmental impact.

• MyWardrobe HQ focuses on luxury fashion, combining rental and resale to extend garment life cycles and offer high-end options to conscious consumers.

• Hirestreet’s Zoa platform gives fashion brands the ability to add rental to their existing sales model, broadening access to sustainable fashion without overhauling business infrastructure.

• Read on below for the full briefing 👇

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Rental - A New Growth Channel

As the fashion industry grapples with sustainability challenges, circular business models are emerging as powerful solutions. Rental, in particular, offers a promising path by keeping clothing in circulation longer, minimising waste, and reducing the environmental impact of production. This shift can benefit both businesses and consumers while contributing to a more sustainable future.

While resale has been the hot topic in recent years, rental models are quickly gaining momentum. This includes everything from peer-to-peer rentals by private owners to large-scale, subscription-based rental services offered by both multi-brand platforms and individual brands. Here’s a closer look at some of the key players in rental fashion.  Let’s dive into how rental models are reshaping the fashion landscape, and explore some of the innovative startups leading the way.

HURR Collective

HURR operates a hybrid platform that combines peer-to-peer rentals with brand partnerships, using a zero-inventory model. This platform manages all logistics, including cleaning and returns. One of its standout offerings is the "Hurr Flex" pass, a flexible, non-subscription-based service that allows customers to rent clothing for up to 30 days. With over 50 brand partnerships, HURR is tackling fast fashion waste by promoting reuse and offering consumers a convenient and sustainable way to refresh their wardrobes.

By Rotation

By Rotation takes a community-driven, peer-to-peer approach, enabling users to rent and lend clothing without the need for subscriptions. The app's social media-style interface adds a layer of engagement, while its "Impact scale" quantifies the environmental benefits of each rental. Additionally, By Rotation provides a managed "wardrobe service" for users who may not have the time to handle the logistics themselves. Its "House of ByRo" pop-up in Mayfair blends digital and physical experiences, helping to normalise rental in the luxury fashion space.

MyWardrobe HQ

This platform combines rental and resale of luxury fashion, helping to extend garment lifecycles by up to 15 times. MyWardrobe HQ operates on a dual rent/buy model, allowing consumers to access high-end pieces without committing to full ownership. Their fully managed services include authenticity checks, prepaid returns, and the option to purchase rented items. MyWardrobe HQ’s focus on luxury rental is appealing to conscious consumers seeking sustainable alternatives to fast fashion.

Hirestreet

Hirestreet offers a unique white-label rental technology solution called Zoa, which allows fashion brands to offer rental options alongside traditional retail. By partnering with reverse logistics provider Advanced Clothing Solutions (ACS), Hirestreet ensures smooth warehousing and returns management. This platform empowers brands to incorporate rental into their offerings without needing to build a rental model from the ground up.

Value from access, not ownership?

As we move toward a more sustainable future, rental models are set to play a key role. The question is whether rental fashion will become the industry standard, or if traditional ownership will remain dominant. In my view, the answer hinges on how well these rental systems can adapt and thrive, and, crucially, whether consumers will embrace the value of renting over owning. Will we see a shift in mindset, or will our attachment to ownership hold firm? What do you think?