Fashion is one of the most polluting industries in the world, but has recently gone through an escalated shift. People are rethinking how they shop fashion, with a tight pull away from the traditional ‘buy-and-own’ model into a more sustainable alternative known as ‘rental fashion’.
What is sustainable fashion?
Sustainable fashion, also known as eco-friendly or ethical fashion, refers to an earth-friendly approach to the production, consumption, and disposal of clothing and accessories. Sustainable fashion involves making use of materials and textiles in a way that minimises the impact both the production and consumer process has on the environment.
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Sustainability in fashion stretches across several spheres that ultimately encompass an eco-friendly approach to fashion. Sustainably made garments are produced with quality and durability in mind, preventing damage to the environment and even our health.
The goal of sustainable fashion is to prolong the lifecycle of materials, reduce material waste, and increase the value of timeless garments.
When looking for sustainable fashion, this is the checklist to keep in mind:
- Clean and green.
- Timeless, quality garment.
- Made ethically and fairly.
- Secondhand or vintage?
- Can be repaired and up-cycled?
- Can be custom tailored?
- Rent-worthy & swappable.
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ALSO SEE: Dip into sustainable fashion with these easy eco resolutions
All eyes on rental fashion…
Amidst the growing concern for the environment, the demand for resale and second-hand has certainly grown. However, all eyes are currently on rental clothing as a sustainable alternative for eco-conscious individuals.
Rental fashion is a service that allows you to rent clothing and accessories for a set period. This can be extremely useful for a special occasion and event. The fashion rental process has been simplified of late – from selecting and trying-on to collecting or delivering to your doorstep.
Not only is this a great way to wear that top-shelf garment one wouldn’t usually be able to afford once-off, but you also get to enjoy the latest trends and experience new brands daily without feeding into the problematic ‘fast fashion’ model. Even on a budget, you can have the wardrobe of Carrie Bradshaw…
If you’re considering rental fashion, here’s what you can look forward to:
Saving your pennies
Keeping up with trends or buying a new dress for every occasion can be expensive. Renting clothes can be a more affordable option, particularly for special events or occasions where a one-time outfit is needed. It eliminates the need to spend excessively on garments that may only be worn once or twice, offering a more budget-friendly solution.
Shaves off shopping time
If you don’t have hours and hours to spend on shopping, renting might just be your answer! All you need to do is select your garment online, and it can be collected or delivered to you. You can even try on the garment in the comfort of your own home, which is great – we all know that fitting rooms can be a tad stressful.
You are spoiled for choice
The sky is the limit! By opting for rental clothes, you have access to more variety. Experience different brands and styles without the commitment of owning the pieces. You have your own designer fashion closet at your fingertips and your self-owned wardrobe can remain in capsule condition where you invest in timeless pieces.
Saves the planet
As the world becomes increasingly aware of the impact fast fashion has on the environment, clothing rentals seem to offer a step in the right direction.
You can reduce the impact fast fashion has on the environment when you rent clothes. Materials and textiles are being wasted in landfills. With clothing rental, items are reused over and over again.
Introducing Onrotate…
Meet Dorita and Kelley, friends and female founders of Onrotate. A clothing rental platform with a difference.
Until now rented fashion has been useful for those special occasions and events but, Onrotate is revolutionising the rental fashion model ever further. The Onrotate platform is about building a community of like-minded women who rent and lend their designer fashion pieces directly to one another.
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Meet the Rotators
Rotators are the ‘lenders’ on the platform. They list their clothing items, bags, shoes, and even accessories for rent, after considering Onrotate’s rules about garment condition, value, and label. Garments are then rented out to the community for 4-20 days.
This keeps pieces in circulation and is economically sustainable.
Lenders monetise on their pieces by receiving a percentage from the rentals, and renters live their best lives in their dream garment for a fraction of their retail price, all whilst transforming harmful fashion consumption habits.
From glamorous evening wear pieces to casual every-day fits, Onrotate is leading the charge in rental fashion, one garment at a time.
While clothing rental is not a one-size-fits-all solution, it offers a promising alternative for those seeking a more sustainable way to engage with fashion. We all hold the power to drive change through our fashion choices, and by embracing rental fashion, we can contribute to a brighter and more sustainable future for both our wardrobes and the planet.
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Featured Image: Getty
