Rental platform HURR and Depop have partnered on a new initiative – The Loop – to offer pre-rented clothing for sale on the peer to peer shopping app.
Each piece in The Loop by Hurr edit has been rented out at least 20 times and the first drop of items includes dresses, skirts, co-ords and accessories from contemporary labels such as Ganni, Rixo and BY FAR. Shoppers can benefit from discounts of up to 80%.
The aim of the initiative is to keep clothing in circulation for longer and to offer shoppers the chance to update their looks in the most sustainable way.
“Both resale and rental have a role to play in reshaping fashion consumption and making the industry more circular. Plus, reselling on Depop is not the end of the story - often it’s just the beginning.
“We believe in helping to keep items in circulation as long as possible, keeping clothes that already exist passing from person to person. We want to be able to give people opportunities to dress differently everyday with unique fashion, but a smaller footprint. That’s the future of fashion," said Depop head of sustainability Justine Porterie.
“We’re incredibly excited to partner with Depop to launch an exclusive collection of pre-loved designer items,” added HURR CEO Victoria Prew.
“The Loop by HURR helps ensure clothes are kept out of landfill and find a second life through resale.
“With thousands of styles to choose from, including some of HURR’s most rented looks ever, the collaboration will help further extend the lifespan of each of these items and continue to drive a more sustainable future of fashion," Prew said.
HURR recently partnered with department store Selfridges, which is using its technology to power its first online rental service, and has also staged a pop-up rental shop in the Oxford Street store.
Peer-to-peer shopping app Depop, which was founded in 2011, was recently acquired by global marketplace giant Etsy for $1.6bn.