H&M, the Swedish retailer, are probably best known for providing stylish pieces at beloved high street prices. When it comes to your winter wardrobe, you’re sure to find the cosiest of knits and the sparkliest of dresses there. Now, they’re trying to cut back on their fast fashion habits, by testing out a rental service.
They want customers to shop ’til they drop, then return it all a week later. The rental service will be tested out for three months at their flagship store in Stockholm (we can only imagine how gorge’ that shop is). They’re starting out with a collection of 50 pieces, which customers in their loyalty programme will be able to rent out three items for 350 Swedish kronor per piece, which works out to around €30 per week.
This comes during growing criticism against the fashion industry’s negative impact towards the environment. With fast fashion in particular producing more and more excess waste and pollution.
Pascal Brun, Head of Sustainability at H&M has said that “We have looked at clothing rental for quite some time and are so happy to for the first time soon offer fashion fans the possibility to rent some stunning pieces from our Conscious Exclusive collections. We look forward to evaluating this as we are dedicated to change the way fashion is made and consumed today.”
So, if the trial goes the way H&M hopes it will, they’ll be rolling out the service to more of their stores. It might even make its way over here.
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