Rotaro pledges sustainable 'Green Friday' initiative

Fashion rental service Rotaro has announced the launch of its "Green Friday" initiative, capitalising on the popular Black Friday trading period.

In the spirit of replenishing the planet, Rotaro has partnered with Ecologi to reforest the world. For every rental, Rotaro will plant a tree, with two trees planted for every gift card bought.

Georgie Hyatt, CEO & Co-Founder, said: "Sustainable practices are not only a key pillar of our business, but the reason we founded Rotaro, to help people consume beautiful fashion, more mindfully. It is crucial for us as a business (and personally), that we replenish what we take from the planet. In the spirit of this, we have partnered up with Ecologi, a tree planting app, to plant a tree for every rental we receive and two trees for every gift card we sell.

"We are excited to announce that we are also a Climate Positive Workforce, and continue to ensure our footprint is as light as possible. Rotaro's mission is to be a fashion solution to climate change, not part of the problem."

Rotaro joins other sustainable fashion company's offering sustainable alternatives to Black Friday, with premium lifestyle brand Joules continuing its charity partnership with the Woodland Trust, as it plans to plant trees on behalf of customers who shop with the brand this Black Friday.

Sustainable accessories and footwear brand Allbirds is flipping tradition and is calling for consumers to "Break tradition, not the planet". Instead of slashing prices, the brand will be raising them.