Rixo puts sustainability and pre-loved fashion at the heart of new flagship store

Ahead of World Earth Day (22 April), Rixo has opened the doors to its new flagship 'House of Rixo', a store built to celebrate sustainable and pre-loved fashion.

Founded by Henrietta Rix & Orlagh McCloskey, Rixo’s story began in 2015, inspired by their shared love for vintage clothing. 8 years later, the brand is opening its latest flagship, which upholds its day one ethos – celebrating vintage clothing and sustainable fashion.

The store features multiple initiatives in line with its sustainability journey, encouraging customers to buy less and wear more. One initiative is Rixo Rental, offering customers the chance to rent their favourite pieces for special occasions.

Rixo Rental launches with 26 styles, with prices starting from £39 for a four-day rental, with sizes ranging from a UK 6 – 20. A selection of Rixo Bridal pieces will be available to rent, targeted at sustainably minded brides.

Rixo Pre-loved will provide circularity of product and allows customers to buy Rixo at more of an entry-level price point. Customers can bring old Rixo pieces to the flagship store in exchange for a voucher to spend on a new piece. The pre-loved pieces will then be refreshed and sold in the flagship store at a lower price point than the main collection. This service will be exclusive to House of Rixo, and not deployed to the Carnaby Street and Marylebone locations.

Speaking to TheIndustry.fashion, Henrietta Rix, Co-founder of Rixo, said: "Pre-loved is a really exciting initiative that we’ve launched alongside our flagship store opening, it means customers can swap in their old Rixo when they’re looking for something new and allows them to shop pieces at a discounted price, meaning we can cater to even more #HumansOfRixo.

"It’s an important part of our sustainability manifesto and helps our community stop having unworn items in their wardrobe. Rather than throwing something away, if they no longer wear it, they can give it to a new home!"

In addition, and returning to the core DNA of Rixo, Rix and McCloskey will curate a collection of one-off vintage pieces from around the world. The ‘True Vintage’ products will include clothing, jewellery and accessories ranging from accessible (a vintage cotton blouse) to high-end price points (a vintage Pucci dress).