Tommy Hilfiger has launched their first ever fashion rental pilot in the UK in an effort that reflects their ongoing commitment to sustainability and to building a future of circular fashion.
Founded in 1985 with headquarters based in Amsterdam, Netherlands, Tommy Hilfiger has partnered with fashion rental service My Wardrobe HQ as park of a six-month period collaboration.
The aim of this first ever rental launch is to be able to offer UK consumers the opportunity to both rent or buy womenswear, footwear and accessories from past and current seasons.
Fashion rentals, which is slowly becoming a more popular concept around the world, reflects Tommy Hilfiger’s continued efforts to create a more sustainable future for fashion, and encourage self-expression through style.
Esther Verburg, the Tommy Hilfiger Global and PVH Europe executive vice president of sustainable business and innovation said: “We know and believe that the future of fashion is circular, and our partnership with My Wardrobe HQ is another meaningful step in exploring circular business models.”
This 6-month pilot period will help provide a learning opportunity for Tommy Hilfiger by granting insight into the needs of the re-commerce consumer and showing how this can shape future initiatives and strategies.
The partnership with My Wardrobe HQ also expands upon ‘Tommy For Life.’ This is an initiative piloted by Tommy Hilfiger in the Netherlands, France, Germany, and Denmark that enables consumers to enjoy circular fashion through re-wear, repair, rework, and rentals.
The initiative aims to keep products in use for longer, extend their lifespan and to lessen the brand’s environmental impact.
It’ll be interesting to see how successful Tommy Hilfiger are during this six-month pilot period, if they can prove big fashion labels are capable to offer their stock as rentals and to do it sustainably, this 6-months might become more permanent and other fashion brands might be inspired to follow.
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