Fashion rental service HURR Collective is to stage a pop-up shop in London’s Belgravia later this month to enable customers to interact with the products before deciding to hire them.
The store will open on Elizabeth Street from 25 October to 29 November and will stock a range of products to hire from brands including Kitri, RIXO London, Ganni, Chanel, Dolce & Gabbana and Bottega Veneta.
HURR Collective is a members’ only site and customers who are not already members can sign up in-store to enable them to hire items for two or seven-day rental periods.
The peer-to-peer rental service was established in 2018 by Victoria Prew and Matthew Gelata. CEO Prew told The Evening Standard: “The launch of our official pop-up store will build our community offline, offer an immersive luxury rental experience and pave the way towards a more sustainable future for fashion.”
HURR Collective is one of a number of start-ups in the UK looking to tap into the growing sharing economy by offering fashion rental instead of ownership. It’s a way of shopping that is becoming increasingly popular with younger shoppers.
In TheIndustry.fashion’s recent study Reuse, Rental and Recycle: How Sustainable Concerns Are Shaking Up The Way We Shop, some 9% of shoppers said they would be willing to rent clothes in order to be more sustainable. However that figure rose to 18% of 24-35 year-olds. Many more too are open to the idea of reselling their clothes and buying secondhand.
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