By Stephanie Shave
Renting fashion has never been so easy. Due to a growing trend and drive for a more sustainable life, fashion rental services are becoming more popular than ever. In 2020 we need to be more mindful of what we purchase and wear and an exciting new start-up, Rotaro, provides a platform for just that.
With a desire to provide affordable access to cult labels and luxury brands without having to purchase and create waste, Rotaro was founded in 2019 by Georgie Hyatt and Charlie Knowles. “Rent. Reduce. Repeat.” a simple notion by the company which carries a great impact.
I was fortunate enough to speak with Georgie to learn more about how their new business came to fruition and the world of renting fashion.
Before the creation of Rotaro, Georgie was employed at a trend forecasting company where, along with her consulting team, she assisted major retailers develop new products or move into new markets. She worked closely with companies from the luxury end of retail all the way to fast fashion. It was here she saw the rate of consumerism speed up and knew there was something that needed to be done.
“I wanted to contribute to a solution to the climate/fashion crisis, and offer an alternative to once-off/ throwaway fashion, a way to still experiment with trends and get that fix of newness.”
Rotaro is what the future of fashion should look like, especially when fashion is one of the most wasteful industries in the world. It is responsible for 10% of global carbon emissions and is the second-largest consumer of the world’s water supply.
Fast fashion has made it more accessible and affordable to shop the latest trends but in addition, made it easier to disregard and throw an item away after only a few wears.
People have numerous reasons for purchasing a new outfit whether it be for a special occasion or an important job interview where one wants to dress to impress. However, renting has changed the game. Renting your wardrobe is environmentally and economically friendly. You are able to wear beautiful designer pieces for a fraction of the cost while extending the lifespan of an outfit.
Furthermore, Rotaro uses “a carbon-neutral delivery system, biodegradable packaging and only wet-wash, which is more eco-friendly than dry-cleaning.”
Swoon-worthy items were first purchased independently by Georgie and Charlie who have now subsequently developed wholesale relationships with many great designers as the business has grown.
“So many designers are very supportive and enthusiastic about contributing to the circular fashion economy, as they have seen how rental can help extend the lifespan of their pieces beyond one season or one person,” says Georgie.
Renting clothes certainly isn’t a new idea but in recent years has gained a lot of traction, especially with the appeal of trying a new trend without the guilt of spending too much money. With fashion rental on the rise and trend-savvy shoppers now opting for renting over splurging on expensive designer pieces just for one night, the future of one’s wardrobe may begin to look a bit different.
With an admirable goal, Rotaro wants to help change the way people consume fashion from shifting consumer behaviour away from one-wear mentality towards the circular fashion economy. In order to grow their community around this ethos they will be launching a Rotaro Townhouse in March 2020. “This will be a showroom and meeting place for our community, for panels on sustainability and educational activations and experiences.”
Rotaro boasts an array of items available from Reformation and Jacquemus to Love Shack fancy. Therefore, you will not be short of options.
If the item does not fit, you can return your garment and get a refund (minus the return shipping fee of just £5). No fuss or hassle just enjoy wearing your beautiful garment. Rotaro says it perfectly, “You don’t have to own your wardrobe to be known for your wardrobe.”
Rotaro is not the only rental company making waves in the fashion world. Many brands such as My Wardrobe HQ and By Rotation have been championing this trend for a while. There are numerous services available to suit everyone’s needs from Cocoon which is a rental service for bag lovers to HURR a peer-to-peer service.
These incredible companies are not only online but many are evolving; bringing rental to retail. My Wardrobe HQ is available exclusively at Liberty London and more recently Selfridges will be hosting HURR for the next six months. This transforms the rental game as you are now able to try on pieces in store.
Places like Selfridges, who are inspired to be more sustainable in the way they practice fashion (they aim to reduce their waste by 70% this year), have seen the need to bring rental services in store.
The fashion rental market is set to expand even more over the next few years, so now is as good a time as any to jump on the bandwagon and change the way in which you source your clothing.
Stephanie Shave
A nomadic writer with her roots in Africa but her heart and imagination wherever she can explore and find new cafe.
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