Selfridges launches rental collection to extend lifespan of clothes

The retail giant has partnered with the online fashion rental platform HURR to rent stock out, reducing environmental impacts associated with consumption

A collection of luxury clothes and accessories will soon be available to rent as a result of Selfridges’ collaboration with the rental platform HURR.

The price of the selection will be much lower and available for four, eight, ten or 20 days – the green-minded move comes alongside a new sustainability initiative to ‘reinvent shopping by 2025’ and make the brand more environmentally-friendly.

With its ‘Project Earth’ programme, the retail giant aims to help customers change the way they shop by reducing the impact of materials used in products, launching a new repair scheme and engaging with partners to inspire a ‘green shift’ in mindsets.

The retailer has also committed to making sure the most ‘environmentally-impactful’ materials used across the business come from certified, sustainable sources by 2025.

The firm says a new ‘repairs concierge’ is set to help customers find which repair service is needed to make used items as good as new and notes it will also launch in September its first own-brand resale model to allow customers to shop for vintage clothing and accessories.

In addition, Selfridges will introduce new labelling for specific products to convey their environmental footprint, including the percentage of recycled and organic materials.

Alannah Weston, Selfridges Group Chairman, says: “Out of the global pandemic has come an understanding of how fragile and complex our systems are, but also how our planet and people can benefit if we act collectively with a shared purpose.

“Now more than ever we must double down on our efforts to reinvent retail with sustainability at its heart and a way of working which is regenerative for humans and nature.”

Working closely with more than 300 brand partners and with support from the Woodland Trust and WWF, Project Earth will also kickstart with eight weeks of experiments, innovations and conversations, across all stores and online, dedicated to sustainability and net zero.

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