Tommy Hilfiger boosts their commitment to sustainability and circular fashion in the UK as they partner with rental platform ‘Rotaro’ as they look towards the rental market as the future of fashion.
Tommy Hilfiger will be officially launching a six-month pilot program tomorrow, Wednesday 27 July – offering UK customers the opportunity to rent from the Tommy Jeans collection, the TommyXRomeo collection and one-of-a-kind Tommy Hilfiger archive pieces.
The new partnership, which is the latest in a list of sustainable practices from the brand – aims to provide seasonless designs to customers without the pressure of making an official purchase.
The first drop from the new duo features a summer-inspired “Pop Colour” theme. It’ll include 17 pieces from the Tommy Jeans Pop Drop capsule, seven denim pieces from Tommy Jeans and 11 styles from the TommyxRomeo collection.
This launch will also come with an accompanying campaign called “Swipe Right On Unlimited Style.” The aim is to encourage customers to move away from fast fashion and use Tommy Hilfiger‘s new partner – the Rotaro rental platform to experiment with their personal styles.
A follow-up second collection will focus on the Tommy Hilfiger achieves and has been curated with a large amount of one-of-a-kind vintage pieces.
This partnership marks Tommy Hilfiger’s second rental pilot in the UK, following its launch on My Wardrobe HQ which released back in 16 June.
Esther Verburg, EVP, Sustainable Business and Innovation at Tommy Hilfiger explained: We know and believe that the future of fashion is circular and our partnership with Rotaro is another meaningful step in exploring circular business models.”
He continued “We are excited to challenge the status quo and offer our customers a new opportunity to enjoy classic American cool style, in a way other than buying new.”
There’s still a lot of debate surrounding fashion rental as a sustainable replacement to fast fashion, but there’s no denying that it does offer people the chance to style themselves in vintage Tommy Hilfiger pieces without even making a purchase – which should be considered a positive.
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