Rental revolution
Fashion rental sites are growing in popularity, says Katie Wright
As anyone who has attempted to declutter their wardrobe will know, we’re all guilty of hoarding clothes we don’t ever intend to wear again, or might never have worn in the first place.
A Censuswide poll from 2019 revealed that 83% of Brits own at least six items of clothing not worn in the last year, while charity WRAP, which aims to help reduce waste, says each year 350,000 tonnes of discarded clothing goes to landfill. Clearly, all this forgotten fashion is having a huge impact on the environment.
That’s just one of the reasons why clothing rental sites have been growing in popularity in recent years, with Carrie Johnson the latest high-profile figure to show off a rented outfit. The wedding dress she wore to marry Prime Minister Boris Johnson in May (which retails at £2,870) was hired from My Wardrobe HQ for just £45 per day.
The largest fashion rental platform in the UK, By Rotation has seen an 800% increase in bookings since the end of lockdown was announced. Endless Wardrobe has seen a 270% rise in rental revenue month on month since restrictions started easing, while HURR has experienced 150% year-onyear growth. Thinking about dipping your toe in the rental pond?
it’s easy and convenient
The hiring process varies between sites, but it’s usually easy to find, rent and return your perfect outfit.
“We offer our customers the choice to rent for four, 10 or 16 days, depending on what/where they are renting for – which is good for weekends away, dates, birthdays, brunches, holidays, etc – including the option to buy and keep forever if they love it,” says Hannah Johnston, who co-founded Endless Wardrobe alongside Rosie Gunn.
Georgie Hyatt at Rotaro adds: “We hold our garments centrally and make the renting process as seamless as online shopping. We offer multiple sizes, and offer the opportunity to rent multiple sizes and get a refund for those they don’t wear.”