Banana Republic, Urban Outfitters, and now H&M have decided to do their part in the fight against fast-fashion by launching rental clothing services. Sustainability is now the smarter way to shop with customers turning to new ways of shopping like thrifting and rental clothing services.
H&M’s decided to try the clothing rental services at their flagship store in Stockholm and for just $37 a week, you can choose between 50 clothing items to rent. The trial services will launch for three months before the company decides if they want to expand it to other locations. You must be a member of H&M’s loyalty program to benefit from the rental services.
Making the change to sustainability isn’t easy as many eco-friendly brands have exorbitant price tags, which turns many people off. Fast-fashion has its drawbacks as its bad for the environment and the workers are underpaid, but it’s just so much cheaper and there are so many options available.
This isn’t H&M’s first attempt at smarter shopping, they previously released their Consciousness collection which uses sustainable materials like orange peels and pineapple for their clothing.
“We have a huge belief in rental, but we still want to test and learn quite a lot and do tweaks and changes,” Daniel Claesson, H&M’s head of business development said.