Clothing has seen some grand shifts over time. First we had retail that churned new styles every season to churn more every season then mid season. Then fast fashion brands come onto the scene to accommodate the ever wanting consumers eye to flip social media looks. Then we realized how completely unsustainable that was.
So then renting wardrobe became a thing with Rent the Runway and Haute Look. And thrifting is a blast from the past now current future trendy thing to do as we up-cycle our way to a better environment. (Which is secretly not that much better but it is better than buying from Zara). Sustainability is a hot topic, from all the emissions we have spewed out to get it. And from fashion it requires answers like Rent the Runway, Le Tote, Vince Unfold and many others, including now, Wardrobe.
Wardrobe is a, launched last year in NYC growing national, peer to peer clothing rental service.
Wardrobe has users take their “extra high quality” clothes from their own closets, and rent them out to other people. Once someone has rented an item from your closet, it goes to a dry cleaning facility, where it’s cleaned and then sent to the renter. After the item is worn, it’s returned to local dry cleaners to then clean and house there.
This is different from other renting brands as it’s entirely community based and relies on local dry cleaners to help ensure part of a consumer worry which is cleanliness and hygiene. Wardrobe doesn’t have to house any inventory, or create and maintain the worlds largest dry cleaning facility, (Rent the Runway). As the Dry cleaners are the ones holding on to, and shipping out each clothing piece.
Although not revolutionary to the game as Tulerie offers the same peer to peer clothing rental service. They do require an interview before you can fill your closet with other peoples clothes. No word on dry cleaning and cleanliness.
What makes Wardrobe different is that they don’t leave it to the users to send out items and maintain it’s hygiene. Reliability from someone looking to rent out their clothes as a side gig becomes difficult to maintain and then whether or not the clothing item was taken to a dry cleaner was harder to pin down. Wardrobe took this into their own hands, and brought this tricky part in house. And owners of the clothes maintain their ownership, and possibly end up selling it on another platform. Which Wardrobe hopes to take in house in the future.
Why it’s hot:
With Covid, consumer mindset has shifted to be geared towards community, locality, and transacting for purpose.
Wardrobe is apart of that larger conversation of sustainability and living in excess, but then relies on local businesses to upkeep. It seems like a win, win, win, win. You aren’t just apart of a community, you’re apart of an ecosystem of reuse, that aids in a locally driven business, serves your want, and by serving your want you are apart of solving a problem.
Source: Fast Company