The Loop by Hurr & Depop Bridges the Gap Between Rental and Resale
Laura McQuarrie — August 10, 2021 — Eco
The Loop by Hurr and Depop is a collaboration that ventures into circular fashion to reduce overconsumption. By joining forces, Hurr, the leading fashion rental platform in Europe, and community marketplace Depop, created a selection of pre-rented designer items that help to promote mindful consumption.
The partnering brands are giving consumers the chance to get some of Hurr’s most popular rental items at up to 80% off their original selling price. The collab fea tures items that have been rented up to 20 times, and they now have the potential to be purchased to prolong their usable life even more as new additions to a closet. As the collaborators describe, "This is an industry-first move where rental partners with resale. In buying this piece you are making a commitment to fashion's circular economy."
The partnering brands are giving consumers the chance to get some of Hurr’s most popular rental items at up to 80% off their original selling price. The collab fea tures items that have been rented up to 20 times, and they now have the potential to be purchased to prolong their usable life even more as new additions to a closet. As the collaborators describe, "This is an industry-first move where rental partners with resale. In buying this piece you are making a commitment to fashion's circular economy."
Trend Themes
1. Circular Fashion Collaboration - Circular fashion collaborations have the potential to reduce overconsumption and promote mindful consumption.
2. Rental-resale Hybrid Model - The rental-resale hybrid model, exemplified by The Loop by Hurr and Depop, can create new revenue streams and prolong the usable life of fashion items.
3. Mindful Consumption - Partnerships like Hurr and Depop's The Loop promote mindful consumption and can lead to a more sustainable fashion industry.
Industry Implications
1. Fashion Rental Platforms - Fashion rental platforms like Hurr can benefit from collaborating with resale marketplaces like Depop to create circular fashion solutions.
2. Community Marketplaces - Community marketplaces like Depop can provide opportunities for circular fashion collaborations and promote mindful consumption.
3. Sustainable Fashion - The movement towards sustainable fashion can benefit from rental-resale hybrid models and circular fashion collaborations.
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