ASOS enters rental with Hirestreet partnership

Hirestreet, the affordable rental platform that offers everyday fashion, expects its debut partnership with e-commerce giant ASOS to be its "most popular brand collaboration to date."

As of today, Hirestreet’s customers can shop an edit of over 180 womenswear pieces, which are "focused on women’s occasionwear dressing". The collection, which is available in sizes 6 to 18, has been curated from ASOS’ own brands, including ASOS Design, ASOS Edition and ASOS Luxe.

Perfect for the wedding season, the collection offers wedding guest outfits, bridal looks and bridesmaid dresses. This aligns with Hirestreet's aim to target occasion shopping with items that would typically only be worn once.

Jag Weatherley, ASOS Corporate Transformation Director, commented: "Our customers love our wedding and occasionwear ranges designed for special events.

"We’re delighted our new partnership with Hirestreet enables even more people to enjoy Asos’s unique fashion-led styles. Clothing rental is a growing market offering exciting commercial potential while supporting our goal to be more circular."

Shoppers can hire items for a period of four, 10 or 30 days, with prices starting from £20. What's more, customers can also take advantage of Hirestreet’s two-for-£35 offer.

Isabella West, CEO at Hirestreet,  added: "In the UK in 2023, the average cost of attending a friend’s wedding is over £500. That’s why ‘wedding guest’ is our most popular occasion category at this time of the year.

"We’ve loved working with the team at Asos to curate this collection, and we strongly believe this will be our most popular brand collaboration to date."

Hirestreet was born in 2018 offering affordable rental options and a viable alternative to fast fashion. During the pandemic, noting the excess stock crisis as stores were closed, Isabella spotted another opportunity – to use Hirestreet’s technology, logistics and marketing platform in rental to power fashion brands’ own rental services.

Called Zoa, her rental platform is now used by a multitude of high-street fashion brands from Marks & Spencer, which supports Zoa through its start-up incubator scheme, French Connection, Oasis and more.

The move into rental by ASOS follows on from a partnership with off-price platform Secret Sales to clear excess inventory, which was announced at the start of the year.

Listen to TheIndustry.fashion's podcast with Isabella West, Founder, Hirestreet & Zoa.