GANT enters fashion rental market as part of sustainability strategy

Lauretta Roberts
14 February 2020

GANT will make a small selection of its SS20 collection available to rent at its Regent Street store, and other select stores in its key international regions, as part of a wider sustainability strategy unveiled today.

The preppy fashion brand has today unveiled the "The 7 Rules by GANT" – a way to educate consumers about garment care and encourage them to look after their clothes. It claims that with the right care one of its shirts can last for 20 years.


The 7 Rules includes Refresh, Repair, Reuse, Rent, Regive, Remake, and Recycle. This is the brand's take on circular fashion and has been conceived as a way to invite people to learn how to give their clothes a longer life. The Rules will be rolled out globally during the year.

“The opportunities to make more sustainable clothes have never been bigger or more needed,“ says Jessica Cederberg Wodmar, Global Sustainability Director at GANT. “GANT has always created high-quality and long-lasting products. We are using more sustainably sourced materials to increase the speed of transformation that our industry needs. Yes, it’s complicated, but not impossible. The GANT approach is to work together with both the industry and our consumers. We will keep making conscious choices and drive change.”

Its rental service includes 10 styles that will be available in a range of sizes at Regent Street, and other international stores, from May. Customers will be able to rent pieces for three days at 20% of the RRP and have the option to buy the item outright at the end of the rental period.

GANT is one of a number of brands looking to dip their toes into the rental space, including H&M and Urban Outfitters. The space is currently being dominated by a swathe of start-ups, from Rent the Runway in the US to MY WARDROBE HQ in the UK, offering varying models from peer-to-peer to brand-to-peer.

The brand has also set itself the following goals as part of its sustainability roadmap:

2022 - GANT´s cotton will be 100% sustainably sourced

2025 - GANT will reduce its water use in manufacturing by 50%

2025 - GANT’s key materials will be 100% sustainably sourced

2030 - GANT will reduce its climate footprint by 30% throughout all operations

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