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Tommy Hilfiger launches on rental platform Rotaro

Sophie Smith
25 July 2022

Tommy Hilfiger, owned by PVH Corp, has partnered with rental platform Rotaro to boost its commitment to sustainability and circular fashion in the UK.

Launching on 27 July 2022, the six-month pilot program will allow UK consumers to rent from the TommyXRomeo collection, Tommy Jeans and "one-of-a-kind" Tommy Hilfiger archive pieces.

The first drop features a summer-inspired “Pop Colour” theme, which includes 17 pieces from the Tommy Jeans Pop Drop capsule, as well as seven denim pieces from Tommy Jeans and 11 styles from the TommyXRomeo collection.

The launch will also be complemented by a campaign called “Swipe Right On Unlimited Style”, encouraging consumers to break up with fast fashion and use the Rotaro rental platform to experiment with their personal style.

The partnership marks Tommy Hilfiger's second rental pilot in the UK, following its launch on My Wardrobe HQ in June 2022.

Esther Verburg, EVP, Sustainable Business and Innovation at Tommy Hilfiger Global and PVH Europe, said: “We know and believe that the future of fashion is circular and our partnership with Rotaro is another meaningful step in exploring circular business models. We are excited to challenge the status quo and offer our customers a new opportunity to enjoy classic American cool style, in a way other than buying new.”

Georgie Hyatt, Co-founder and CEO of Rotaro, said: “We are committed to working directly with our brands to enable them to access their circular economy customers and we pride ourselves on our leading technology, innovative campaigns and engaged community. We’re thrilled to support Tommy Hilfiger on their rental and resale journey, helping them take accountability for the full lifecycle of their garments. A true icon in the industry, we are honoured to bring these pieces to our community and introduce Tommy Hilfiger to a new generation of consumers.”

Listen to TheIndustry.fashion's podcast with Founders of Rotaro, Georgie Hyatt and Brooke Andrews.

Listen to TheIndustry.fashion's podcast with Tommy Hilfiger and PVH's EVP of Sustainable Business & Innovation, Esther Verburg.


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