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Sustainability has become somewhat of a buzzword in the fashion retail industry.
Environmental awareness has led to increased scrutiny of the production practises of every brand, from luxury designer to fast-fashion.
In the UK, customers spend £2.7 billion on outfits that they only wear once.
However, consumers are becoming more aware of the negative impact that the fashion industry is having on the planet, and more and more customers are shifting their shopping habits and making sustainable choices.
So, what could be more sustainable than renting fashion, rather than purchasing it?
The last five years has seen the rise of fashion rental platforms, where environmentally conscious customers can rent clothes, shoes and accessories to wear for any occasion.
HURR is just one of these rental platforms.
Established in 2016, the tech start-up counts Selfridges and Depop as commercial partners with the former being home to their current pop-up, where customers can try items on before deciding to rent them.
Think of HURR as the Airbnb of high-quality fashion.
It initially started as a peer-to-peer wardrobe rental service, but now works with fashion brands that are interested in offering in-house fashion rental.
The website contains offerings from hundreds of brands, from luxury designers like Prada and Saint Laurent to cult brands like Jacquemus and Cecilie Bahnsen.
One of HURR’s aims is to make high-quality fashion more accessible, but the concept of renting such items can be daunting for those that have never worn them before.
Tamsin Hare, store associate at Hurr’s pop-up in Selfridges, spoke on how to best navigate the platform and how to get the best experience in-store and online.
Hare said: “We have lots of stock in-store, from sizes 4 to 24, and we can also organise the rentals of “managed” clothes on the website.”
Items that are marked as managed on the platform are managed by HURR and you would be renting the item directly from them.
Hare stated that a lot of customers come into the store looking for an outfit for a specific occasion and whilst it’s good to have an idea of what you want, it’s always best to keep an open mind.
She said: “One of my favourite parts of the job is collaborating with customers on what to wear.
“We have about 100 pieces in the stockroom and 40 on the shop floor and it’s always really satisfying when you find someone the perfect outfit.”
When asked about her top tip for shopping in-store, Hare noted that if you know what accessories you're going to wear, then bring them with you.
She added: “Having your heels and accessories with you when trying things on helps you to envision what your outfit is going to look like on the day.
“It also might affect what item you end up renting, because you don’t have to fully commit to the item you may end up choosing something completely outside of your comfort zone.”
Hare noted that renting online does come with some challenges, especially when it comes to the sizing of an item.
She said: “A lot of people will rent a few items at a time and return what doesn’t work for them.”
HURR’s fit policy states that if your item doesn’t fit you’ll receive a part-money, part credit refund.
The rental fee will be refunded directly and the dry cleaning fee will be credited to your HURR account, as long as you notify HURR on the rental start date.
When it comes to delivery, everything is sent using a first class, tracked and signed for service which is organised by the sender.
Return delivery is exactly the same, items should be returned by the return date and this delivery is paid for and organised by the renter.
The lender should dry clean each item between each rental, and HURR works exclusively with sustainable laundry service Oxwash, who give exclusive discounts to members based in central London, Oxford and Cambridge.
When asked about her favourite brand on the platform, Hare found it difficult to choose.
She said: “The website has items from hundreds of brands and it would be difficult to choose just one, but if I had to pick three, I would say: Cecilie Bahnsen, O Pioneers and The Vampire’s Wife.”
If you would like to visit the HURR boutique pop-up, they can currently be found on the third floor of Womenswear in Selfridges Oxford Street .
If you would like to rent an item from HURR or have any questions about the rental process you can click here.
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