H&M is the latest retailer to hop on the sustainability trend of renting out clothes. The company is testing the rental services at its flagship store in Stockholm. The idea is similar to the online retailer Rent the Runway and for just $37 a week, you can choose from a collection of 50 pieces.
Banana Republic and Urban Outfitters already launched similar rental clothing services.
Over the past year, the fashion industry, particularly fast-fashion’s, impact on the environment has been drawing awareness. It can be hard to forgo fast-fashion because it’s so cheap and there is an unlimited amount of options. Recently, H&M has decided to try new ways of shopping smarter as they previously released their Conscious collection in which the clothing is made from sustainable materials like orange peels and pineapples.
The retailer plans to launch the trial rental service for three months before expanding to other locations. But, in order to benefit from the rental service, you have to be a member of H&M’s loyalty program.
“We have a huge belief in rental, but we still want to test and learn quite a lot and do tweaks and changes,” Daniel Claesson, H&M’s head of business development said.
