Renting our wardrobes has grown in popularity in the last few years and is hailed by some as the answer to having a more sustainable wardrobe. But is renting really the future of fashion? We talk to Hurr Collective Co Founder Victoria Prew to find out more.
Welcome back to episode four as we continue to discuss the Myths and greenwashing that surround Sustainable Fashion.This week we discuss the phenomenon that is renting and whether it could be the secret to a more sustainable wardrobe. We're thrilled to have as our guest this week, Victoria Prew, Co Founder of Hurr Collective. Launched last year, Hurr Collective showcase an intelligent and lustworthy selection of clothing that you can rent from other people's wardrobes.
***Money of Your First Rental with Hurr***
Hurr Collective have kindly offered listeners of Style With Substance a discount off their first rental. Simply head to the website hurrcollective.com and use offer code THEVENDEURNEW5 for £5 off first rental.*
The Rental Revolution
In 2019 alone 5 fashion rental platforms launched in the UK, hot on the heels of US success story Rent the Runway. Just as Uber and Airbnb have changed the way we view ownership of big things like cars and houses, it was inevitable that fashion would follow suit. Renting has proved an attractive antithesis to buying new clothes. According to Hubbub, 41% of all 18-25-year-olds feel the pressure to wear a different outfit every time they go out – rising to 47% for young women. One in six young people even say that they don’t feel they can wear an outfit again once it’s been seen on social media. This rate of enormous consumption is not sustainable so we need another option. Renting provides a practical answer to this conundrum. Not only is it relatively cheap but it allows us to wear an item of clothing once and send it back without it ending up in an incinerator or in landfill. It also allows consumers to experiment with new brands, styles and trends without the commitment or the guilt.
Hurr Collective
To find out more we're speaking to Victoria Prew, Co Founder of Hurr Collective. Launched in 2018, Hurr have been a huge success story in the world of rental. 'Consumer perceptions of renting have changed massively in a short space of time,' Victoria told us. And this was only emphasised by Selfridge's inviting Hurr Collective to do a pop up at the beginning of this year. Uniquely it was the first time the department store has given over space to a rental brand. It’s a huge vote of confidence in renting that the pop up was a success.
Is Renting More Sustainable?
We also discuss the environmental advantages, and disadvantages of renting. Borrowing between people means that the clothes have to be cleaned. However dry cleaning is a very damaging industry. So Hurr encourage users to utilise environmentally friendly cleaners such as Blanc Living. In order to get your clothes where they need to be, delivery services need to be used. Hurr are trying to minimise this tax on the environment by incorporating a geo tagging facility into the website. This allows users to meet in person if this is an option and eliminates the need for couriers.
By meeting with each other to exchange, consumers are bonding over a piece of clothing they both love. 'We've seen photos of people sending notes to each other,' Victoria says. 'We're helping users create connections between women and their clothes.' Hurr was created to help make sustainability more democratic. 'Its all about accessing things without having to commit to a purchase and we are smarter about the pieces we want to wear once vs what we want to wear season after season,' Victoria explains. 'In the future I believe we will build sustainable capsule wardrobes and rent those incredible pieces that give us a buzz.'
Our Sponsor
This episode is kindly sponsored by Bolt Beauty. Bolt Beauty are a high performance skincare brand that also happens to be zero waste. Featuring a comprehensive collection of four products, each housed in handy pre portioned, biodegradable capsules, they not only save valuable space in your makeup bag, but also mean that you can dramatically cut your plastic packaging waste. Find out more by heading to Bolt-beauty.com and following on Instagram @Bolt.Beauty .
More Rental Options
If you want to expand your rental horizons, there are so many different offerings available. Here are just a few of the other platforms that we love.
By Rotation works a bit like Hurr in that they are peer to peer and I love that I can start a conversation with the people I am renting from. The handy app allows you to rent and borrow in the easiest way possible, even on the go.
Rotaro have a stunning range of Instagram worthy dresses with incredible brands like Reformation, Maggie Marylin and The Vampires Wife. During lockdown they are turning their hand to fruit and veg delivery, it's well worth a look.
Onloan is a subscription service which means that once you can sign up you'll have a constant stream of newness each month. All you have to do is find enough places to wear it all!
My Wardrobe HQ have a huge range of designer pieces available to rent for any occasion. Plus if you can’t bear to part from a certain piece, you have the option to buy it at a fraction of the price.
With thanks to our amazing guest Victoria Prew, Co Counder of Hurr Collective.
Thank you to our episode sponsor Bolt Beauty. You can find the range over at Bolt-Beauty.com and follow them on Instagram @bolt.beauty .
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Credits
Host Lucy Kebbell
Theme created by Joe Murgatroyd
*Valid through to September 2020.