Who What Wear UK partners with rental platform Hurr Collective

today Mar 22, 2019
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The Clique Brands-owned Who What Wear UK operation has announced a new partnership with peer-to-peer wardrobe rental platform, Hurr Collective, “a disruptive fashion platform that allows women to share and monetise their wardrobes, by renting and not buying.” It launched on Friday with the deal being Hurr’s first move into the UK market.

Hurr Collective

The link-up “highlights the growing awareness of the circular economy, which extends the lifecycle of clothing and reduces the impact on the environment,” we’re told.

Who What Wear is a style-style-focused content website and its UK executive director Hannah McGhee said: “It is vital that the collective fashion industry takes steps towards more sustainable solutions whilst maintaining the enjoyment that we all know shopping and styling brings. With access to designers and pieces to get excited by, Hurr Collective provides the same interface experience as a traditional fashion e-commerce site only without the same impact to the planet.”

It’s certainly an interesting development as it shines a spotlight on the increasing interest in sustainability among young female fashion consumers. It also illustrates how commercial opportunities are being explored by content providers in the fashion sector at present. But those commercial opportunities have to sync with the obsessions and priorities of the demanding Millennial consumer.

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