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Fashion rental platform HURR partners with Kitri as it moves beyond occasionwear

Camilla Rydzek
03 March 2022

Kitri has partnered with UK rental platform HURR to launch an exclusive edit of 15 pieces from its Spring 2022 collection.

The exclusive edit includes Kitri's signature gingham and ditsy prints as well as new statement dresses.

HURR said that it in the post-pandemic world it had seen rental behaviours shift towards everyday items and not just occasionwear and that Kitri had been one of the most requested brands by its community due in part to its "wearability".

Victoria Prew, Founder and CEO, HURR commented: “This partnership with Kitri is a hugely exciting moment for HURR. Both Haeni and I created brands with sustainability at the forefront, so it’s a super exciting moment to have two female founders with a shared passion to change the way we consume fashion collaborate."

Haeni Kim, founder and creative director at Kitri, added: "I am very excited to partner with HURR for an exclusive rental launch of Kitri’s spring collection. Both sustainability and reducing overproduction are really important for us at Kitri, so it's great to team up with a like-minded female founder who shares these values.

“Rental opens up an exciting new way to build a more eco-conscious future for the fashion industry, and we can't wait to be a part of it."

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