In an effort to further its sustainability efforts and extend the lifespan of clothes, British department store Selfridges is expanding a service that was first introduced last year in-store in partnership with rental platform HURR Collective.
“Whether you’re eager to try out the latest designer styles or have a special event on the cards – HURR X Selfridges is your one-stop destination for an experimental, earth-conscious way to shop. Featuring exclusive pieces from the Selfridges archive, luxury rental platform HURR makes fashion rental easy, inspiring and fun.”
Starting May 7, 2021, the offering will enable all shoppers to gain access to a curated selection of new season womenswear, menswear and accessories through Selfridges Rental. Customers can rent items for up to 20 days from brands such as Jacquemus, Ganni, Off-White and Dries van Noten, starting around $28 for four days.
“Extending the lifespan of clothes that already exist is one of the best things you can do to reduce the environmental impact of your wardrobe,” said Victoria Prew, CEO & Co-Founder of HURR.
The move comes at a time when consumers are leaning toward companies who have made sustainability goals a part of their mission. So while resale platforms have taken off, so has the adoption of rental services, especially as consumers rethink their wardrobe necessities. That said, the effort is just one of the many sustainable initiatives the British department store plans to roll out as part of its five-year plan. Some of the other initiatives that are part of the plan include a pre-loved fashion initiative, a beauty packaging recycling initiative and an in-store product repair service.