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We buy way too much clothes, and fast fashion doesn’t exactly help with that. But what if in the future, owning a look simply means that you slayed it on social media? With the emerging rental services, this might actually be possible.

How many times have we done it: buying a brand new dress for New Year’s, or any other special occasion, and only wearing it once? There is probably several smashing gowns hanging in the closet that are simply too fancy, or eye-catching, to wear a second or third time. They might even have hung there so long they’ve gone out of style (or size) and you know it would’ve been better to sell them off, but for whatever reason that just hasn’t happened. We bet a lot of you guys recognize this behavior, so isn’t it time we stopped investing in single-use clothing, and started activating our wardrobes in a new, sustainable way?

What we’re saying is: Why don’t we just rent our party dresses instead?

Renting is an optimal chance to have an updated closet and look at all times, without feeling the guilt of buying new or spending that extra money (that you actually needed for something much more important).
Swedish brand Filippa K has been offering a renting service in selected stores for a couple of years now. Though renting isn’t yet a standard thing, it’s times like these (New Year’s, weddings, gala’s, parties) we should seriously consider giving it a try.

We strongly believe in the concept of renting, swapping, sharing or giving away clothes in order to elongate their lifecycle (no doubt it’s the most sustainable way) and we feel that more and more people and companies are starting to get on terms with this new way of thinking. For instance, we just discovered a new Swedish online service called Klädoteket that offers the possibility to either rent or buy clothes from their collection of second hand garments and sustainable designs made by small, local brands. We especially like that you can sign up for a monthly subscription, and as part of the service they handle all the shipping, washing and maintaining of the clothes for you.

Our neighbors in Copenhagen, Denmark, offer a similar subscription service called KALO. By subscribing and paying a monthly fee (said to be 1/10 of the retail value) you get access to their full collection of contemporary styles from a selection of mid-sized brands. This way, you get a rotating wardrobe without having to buy anything new, or even go to the store.

We believe these types of services are already established on a larger scale outside of Scandinavia. After a quick Google search you’ll find top ranked sites like Rent the Runway (USA)—a super successful online service that offers nearly 65,000 rentable dresses (yes, only dresses!) on their site and app. They’ll lend you a high-end designer dress for less than 1/5 of the retail value, which does sound kind of worth it—especially given the kickback you’ll get when posting on Instagram.

We can only hope more big players open up their eyes to the possibilities of renting, showing consumers that you don’t have to buy a dress to truly own it.

Do you use any other renting services? Do share!

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