How The Launch Of HURR Flex Will Transform The Way You Curate Your Dream Wardrobe
Since fashion rental sites first burst onto the scene back in 2018, renting designer pieces and occasion wear for a short period of time has become a mainstay in the way we curate our wardrobes. The allure of renting high-end pieces for a fraction of the cost is not only a sustainable way to shop, but also provides buyers with access a wide range of luxury and on-trend items.
Arguably the biggest and most expansive rental site in the UK is HURR. Since its launch in 2018, the rental platform has gone on to achieve B Corp status (the first of its kind to do so), and has partnered with the likes of Ganni, Coperni and Nensi Dojaka.
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Always one step ahead of the curve, the platform is aware of the rise of the 'shared wardrobe' or 'long-term loaning', which is gradually cementing itself as a new and innovative way to purchase within the fashion market, with consumers looking to invest in everyday pieces in a more sustainable, and affordable way.
That's why, as of May 8, HURR's CEO and co-founder Victoria Prew will launch the site's extended platform, HURR Flex. 'It's rental 2.0,' she tells ELLE UK. 'What we’ve seen from the post-Covid customer is that she is renting to elevate her everyday wardrobe, so since before Christmas we've launched our 30 day rental and have seen a move from just renting a sequin party dress for four days.'
Now, new and existing customers will be able to sign up to a credit scheme which offers a choice of picking one of two credit bundles - to either rent clothes for longer or to unlock exclusive pieces to complete their looks.
Whether you're trialling out a new seasonal style, or want to switch up your workwear, holiday or off-duty pieces, HURR Flex enables you to keep up with trends while caring for the planet and not breaking the bank on high ticket items you'll likely wear a handful of times. 'Rental is the number one form of discovery in fashion because it should be fun,' says Prew. 'But what we need to do is to make more informed purchases so rental can act as a try before you buy, so you can access the style and have it in your wardrobe for 16 days or 30 days.'
With over 130 brands now working directly with HURR for rental, the option to rent everyday pieces is an alternative way to explore new trends without participating in fast fashion, and it's detrimental consequences to the planet.
And, there's something for all fashion lovers, says Prew, noting: 'Our youngest customer is 18 and our oldest is 78. She's fashion forward and is renting from brands like Regina Pyo, Molly Goddard, Loewe and Gucci. She prefers access over ownership.'
Not only a win for consumers, women who are looking to create a 'side hustle' from profiting from renting out their wardrobes will benefit too. 'Our top lendor made £60,000 renting out her wardrobe, and we have other renters who have paid for their IVF from renting,' explains Prew.
Also cashing in too are Gen Zs, who are swapping out cheaper, fast fashion items for more expensive purchases that will have more life to them, and who can make money back through renting. 'We're trying to educate the younger customer that there is value inherently in their wardrobe, and we've had huge success with that, the younger generation is very familiar with the side hustle, has grown up with sharing economy platforms, so it's a less scary leap for them,' she adds.
HURR Flex launches on May 8 on HURRCollective.com, and offers the following credit schemes: Premium - Buy the pass for £99 and get £170 to spend and Pro - Buy the pass for £125 and get £225 to spend.
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