An epochal turning point that might change the shopping universe for good, besides finally solving some never-ending issues with closet storage.
Already a hit in the US, the trend of rental fashion is now rapidly growing in China and the United Kingdom too. According to Allied Marek Research, this phenomenal growth will lead it to be worth a record US$1.9 billion by the end of 2023.
It could also be a remedy to so-called “fast fashion”, currently manufacturing and distributing low-cost, ‘disposable’ clothing with an average life shorter than 160 uses, which generates about 16 million tons of textile waste, as El Paìs reports.
Research carried out by Espresso Communication for Milanese startup DressYouCan.com has highlighted how this new trend could change the Italian’s fashion habits. Founder Caterina Maestro has pointed out that this idea is
opposite to low cost fashion, as it aims at quality and makes classy clothing accessible to everyone through a simple online and offline renting system. Anyone can now live the dream of wearing high fashion pieces for a special occasion, or finally sort the workwear problem out
Another critical aspect is reducing pollution. Shopping less fashion items is essential to save our planet.
According to The Guardian, in the next few years, from 2019 to 2050, the textile industry will be liable for consuming a quarter of our global carbon budget, causing temperatures to rise by 2°C. In such a scenario, rental fashion takes shape as a green, sustainable movement that cares for the environment, and works to protect it.
