Generation Rent
‘I’m of a generation that doesn’t question shared ownership,” says the sparky 27-year-old Victoria Prew, a former estate agent at Knight Frank who left to co-found Hurr Collective, a clothes rental service, with South African-born Matthew Geleta.
Rental services had a tough time at the start of lockdown. Lately, however, Hurr (which means rent in Afrikaans) has seen a surge in rentals for staycation outfits and holiday wardrobes. This week it received the ultimate vote of confidence in its business model when Selfridges announced a long-term partnership with it. The Selfridges Rental Collection includes more than 40 brands and 100 exclusive pieces and can be rented from four to 20 days.
While it might seem gimmicky for a department store predicated on selling the latest collections to include rental, there’s a business rationale behind the move. “This opens a new way for our customers to trial luxury fashion, while also encouraging complete flexibility – maximising opportunity and minimising waste,” says Sebastian Manes, executive buying and merchandising director at Selfridges.
Rental services also provide fast insight into customer interests. For instance, Pew reports that linen midi dresses are having a moment, along with dresses that are easy to wear and can be styled in different ways.
Pew rents out 80 per cent of her wardrobe. “I live in central London, so space is an issue.”
As for the argument that rentals increase demand for dry cleaning and couriers, which negate the eco plusses – she’s thought that through. “We’re using the latest Ozone technology for dry cleaning, which significantly reduces energy and water usage. All rental pieces are also sent via post or bicycle couriers so we can ensure any environmental impact is limited.”
The Selfridges Rental Collection is available on Selfridges.com