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UK’s first multi-gender fashion subscription launches to tap into sustainable market

Tom Shearsmith
01 June 2020

The Devout is launching the UK’s first fashion rental subscription to target both men and women, offering a monthly service to help counteract the throwaway nature of the fast fashion industry, just as shopping habits are dramatically altered as a result of the global pandemic.

Launching on 18 June 2020, The Devout will provide designer and everyday menswear and womenswear to rent every month. 

For a monthly subscription fee of £79, consumers can choose five items from everyday essentials to high-end party wear, with premium brands, the latest designer staples and vintage items all on offer.

At the end of the month, having worn the items, every item is swapped for five fresh items. 

The Devout is aimed at fashion-savvy men and women in their 20's and 30's; designer casual, work wear, loungewear and evening wear are all on offer.

The Devout

Clothing from brands including Whistles, Selected Homme, Selected Femme, Levi’s, Tommy Jeans, Calvin Klein Jeans, Jack & Jones, Farah, Original Penguin and vintage Ralph Lauren will be available to rent from launch.

Other brands, vintage and independent fashion labels will be announced when The Devout launches.

Once the clothes can no longer be rented, they’ll be put in the outlet for sale. Any unsold items will be passed on to The Devout’s charity partner, Shelter.

Prior to COVID-19, research had shown that 350,000 tonnes of clothes, with an estimated value of £140 million, went to landfill every year in the UK. As the fashion industry suffers from a major downturn in sales, over-production and heavily discounted prices are further fuelling fashion waste, and the amount of clothing ending up in the bin or destroyed is expected to rocket.

However recent research from the Royal Society of Arts (RSA) has found that not only is COVID-19 forcing changes in the way we shop, but that there’s a strong appetite for change in the fashion industry, with 50% of respondents thinking that the industry should do whatever it takes to become more environmentally sustainable.

As the UK faces a crisis of excess fashion stock, The Devout is calling on fashion brands and retailers to partner with them to help reduce the amount of unsold stock ending up in landfill.

Steve Bryant, Founder of The Devout, exclusively told “In the last few months we’ve all realised that fashion needs to change for good. I’m proud that we’re launching The Devout at such a pivotal point in the industry to do fashion differently, as we pave the way for a more sustainable future by closing the loop on the throwaway trend of today.

"What we’ve done with The Devout is give customers access to the brands and clothes they love, while consuming them on a rental model rather than purchase. Customers get the constant thrill of new clothes every month, while safe in the knowledge they’re being sustainable and helping to reduce the amount of clothes going to landfill.

"Whilst attitudes and buying habits are changing, we want to be the catalyst for change, which is why we’re the first in the world to launch a menswear rental subscription, so everyone can play their part to make fashion more sustainable, as well as making sure we’re continuing to fill demand of the latest fashion and trends. Not forgetting too, the feel-good factor that new clothes bring.”

Every box is delivered and collected for free in sustainable packaging, and will include up to £500 worth of products every month. When it's time to repeat, pick five new items or choose to keep some pieces for longer, with the additional option to buy pieces.

The Devout’s eco-friendly ethos includes the use of compostable boxes, reusable and recyclable bags (for smaller items) and a sustainable and eco-friendly solvent-free cleaning solution. 

Washing, ironing, quality checking and insurance against light damage are all included in the monthly fee, and no contract means you can pause or stop the service easily.

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