Renting clothes will replace fast fashion entrepreneur says as young people turn

Renting clothes is going to replace fast-fashion, the founder of a new start-up has said as millennials turn their backs on throwaway items.Victoria Prew launched her website HURR to the public this year, which allows customers to rent “it” dresses – which usually retail at £150 and up – which would only usually be fashionable for one season. This reduces waste as one dress can be rented by dozens of people, stopping each person from buying it themselves.Around 300,000 tonnes of clothing ends up in household bins every year with around 80 per cent of this incinerated and 20 per cent sent to landfill.Ms Prew said: “Extending the life of the clothes you own is the best way to reduce your ‘fashion footprint’. Renting is a great way to be sustainable. It’s a driving force of our community and our business. Renting is the future of fashion, the UK has been quite slow to pick it up, Rent the Runway in the States is worth a billion dollars for example.”She added that instead of buying new clothes, consumers should have a “high-quality capsule wardrobe” and rent statement pieces because “that is the more sustainable way to be”. There are currently 2,000 people on the waiting list for her website, which is expanding as they find more sources of fashionable clothes to lend.Anna Bance, who founded Girl Meets Dress in 2009, said customers initially used the site solely for eveningwear, but are now replacing fast fashion with rented clothes.She added: “50 per cent of a women’s income on clothing is going towards fast-fashion, on something that you’re actually only wearing two or three times. So rental is a substitution for the 50 percent of your wardrobe that you’re only wearing two or three times. Now you can save that money for other more important things in your life or clothes that might last you for 10 years or 20 years. We want women to rethink how they build a wardrobe around smarter choices.”Research from Mintel’s Fashion and Sustainability report found that over half of millennials had either rented fashion or considered doing so.Samantha Dover, Senior Retail Analyst at the company said: “The concept of renting fashion has evolved from its traditional occasionwear origins and people are beginning to understand in the value in renting more frequently. ers.”Consumers are no longer simply hiring fashion products for special occasions; they are renting garments for a variety of different uses. The benefits of renting fashion are wide-ranging. Not only can renting clothes be a more environmentally-friendly alternative to buying into fast-moving fashion trends, but consumers can also save space in their homes with reduced wardrobe needs. Fashion rentals can also be an effective way to fulfil temporary fashion, such as clothing for women during pregnancy. ” Want the best of The Telegraph direct to your email and WhatsApp? Sign up to our free twice-daily  Front Page newsletter and new  audio briefings. Labour MP Mary Creagh, the chair of the Environmental Audit Committee said: “People are rightly sickened by the fact that 300,000 tons of clothes each year are either landfilled or incinerated.”The rise of hire and resale websites is a crucial part of tackling the throwaway society.”The rental and hiring market is much more developed in the US, it’s worth about £2bn a year, it’s still in its infancy in the UK. I don’t think it’ll ever replace fast fashion but I think it’s a challenger to fast fashion. It takes the guilt out of the one-off purchase.”


Leave a Reply

Your email address will not be published. Required fields are marked *

*
*