Tommy Hilfiger to pilot rental initiative with My Wardrobe HQ
Tommy Hilfiger has announced a six-month rental partnership with My Wardrobe HQ, giving consumers in the UK market the opportunity to rent or buy womenswear, footwear and accessories from the brand’s past and current seasons.
Launching today, 16 June 2022, the brand's offering on the fashion re-commerce platform will feature a curated selection of Tommy Hilfiger styles for diverse occasions, ranging up to size UK22.
According to the press release, the pilot initiative will give consumers access to seasonless designs and extend the life of its products, while granting the American company insight into the needs of the re-commerce consumer and how it can shape future strategy.
The launch will be complemented by a campaign titled "Destination Tommy: renting was made for journeys, not destinations", with a unique “Destination Tommy” London taxi will be on the roads of the capital from 20 June for the duration of the summer. London-based followers of Tommy Hilfiger and My Wardrobe HQ social media channels are invited to spot the taxi, take a picture and tag mywardrobe_hq for the chance to win an exclusive Tommy-style Holiday.
The partnership also expands upon Tommy For Life, an initiative piloted by Tommy Hilfiger in the Netherlands, France, Germany and Denmark. The initiative seeks to keep its products in use for longer and extend their lifespan through re-wear, repair, rework and rental.
Esther Verburg, EVP, Sustainable Business and Innovation, Tommy Hilfiger Global and PVH Europe, said: "We know and believe that the future of fashion is circular, and our partnership with My Wardrobe HQ 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."
Sacha Newall, Co-Founder and CEO of My Wardrobe HQ, added: "My Wardrobe HQ currently works with 200 brands directly offering rental and resale solutions. The B2B arm of the business has a pipeline of launches for 2022 and 2023 where we service the tech and logistics for third party brands on a white label basis.
"It is a huge honour to add Tommy Hilfiger to the portfolio. Tommy Hilfiger have always been pioneers of sustainability in fashion and we count ourselves very fortunate to have been chosen as their launch partner for this exciting project."