Fast fashion retailer brand H&M is coming up with a weekly clothing rental service in a bid to tackle environmental concerns.
The Swedish company is testing out a clothing rental service at its flagship store in Stockholm to members of its loyalty program, according to Business of Fashion. For the equivalent of £28 a week, customers can rent up to 3 pieces from a collection of 50 pieces.
H&M which is currently the world’s second-largest fashion retailer is expected to trial the service for three months before deciding whether to expand the service. The flagship store will also be testing a clothing repair service, BOF reported.
Other fashion brands that launched similar services this year are Banana Republic and Urban Outfitters. H&M’s move comes amid increasing scrutiny of the fashion industry’s negative environmental impact.
“We have a huge belief in rental, but we still want to test and learn quite a lot and do tweak changes,” H&M Head of Business Development Daniel Claesson said.
As per a report by the United Nations the fashion industry is the second-largest pollutant of the environment and is responsible for as much as 10 percent of global greenhouse gas emissions and consumes more energy than international flights and shipping combined.
But now one can dress all they want without hurting the planet!
