{"id":163070,"date":"2020-02-14T18:48:16","date_gmt":"2020-02-14T18:48:16","guid":{"rendered":"https:\/\/www.theindustry.fashion\/gant-enters-fashion-rental-market-as-part-of-sustainability-strategy\/"},"modified":"2021-08-12T14:06:58","modified_gmt":"2021-08-12T14:06:58","slug":"gant-enters-fashion-rental-market-as-part-of-sustainability-strategy","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/gant-enters-fashion-rental-market-as-part-of-sustainability-strategy\/","title":{"rendered":"GANT enters fashion rental market as part of sustainability strategy"},"content":{"rendered":"
GANT will make a small selection of its SS20 collection available to rent at its Regent Street store<\/strong>, and other select stores in its key international regions, as part of a wider sustainability strategy unveiled today.<\/p>\n <\/p>\n The preppy fashion brand has today unveiled the \"The 7 Rules by GANT\" \u2013 a way to\u00a0educate consumers about garment care\u00a0and encourage them to look after their clothes. It claims that with the right care one of its shirts can last for 20 years.<\/strong><\/p>\n <\/p>\n The 7 Rules includes Refresh,\u00a0Repair, Reuse, Rent, Regive, Remake,\u00a0and Recycle.<\/strong> This is the brand's take on circular\u00a0fashion and has been conceived as a way to invite people to learn\u00a0how to give their clothes a longer life. The\u00a0Rules will be rolled out globally\u00a0during the year.<\/p>\n \u201cThe opportunities to make more sustainable\u00a0clothes have never been bigger or more\u00a0needed,\u201c says Jessica Cederberg Wodmar,\u00a0Global Sustainability Director at GANT.\u00a0\u201cGANT has always created high-quality and\u00a0long-lasting products. We are using more\u00a0sustainably sourced materials to increase\u00a0the speed of transformation<\/strong> that our industry\u00a0needs. Yes, it\u2019s complicated, but not\u00a0impossible. The GANT approach is to work\u00a0together with both the industry and our\u00a0consumers. We will keep making conscious\u00a0choices and drive change.\u201d<\/p>\n Its rental service includes 10 styles that will be available in a range of sizes at Regent Street<\/strong>, and other international stores, from May. Customers will be able to rent pieces for three days at 20% of the RRP and have the option to buy the item outright at the end of the rental period.<\/p>\n GANT is one of a number of brands looking to dip their toes into the rental space, including H&M and Urban Outfitters. The space is currently being dominated by a swathe of start-ups, from Rent the Runway in the US to MY WARDROBE HQ in the UK, offering varying models from peer-to-peer to brand-to-peer.<\/p>\n The brand has also set itself the following goals as part of its sustainability roadmap:<\/p>\n 2022 - GANT\u00b4s cotton will be 100% sustainably sourced<\/p>\n 2025 - GANT will reduce its water use in manufacturing by 50%<\/p>\n 2025 - GANT\u2019s key materials will be 100% sustainably sourced<\/p>\n 2030 - GANT will reduce its climate footprint by 30% throughout\u00a0all operations<\/p>\n","protected":false},"excerpt":{"rendered":" […]<\/p>\n","protected":false},"author":11,"featured_media":137187,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[6,10494,12969],"tags":[13611,16023,14004,4039],"acf":[],"yoast_head":"\n