Clothing rental: sustainable or impactful for Fashion?

Platforms for renting clothes are another phenomenon that is making its way, but not everyone agrees on how sustainable they actually are.

We barely have a chance to comment on the success of secondhand that a new trend, to a certain point similar, is already earning the limelight. Opinions on platforms for renting clothes are not uniform as is common in some other cases.

The launch of clothing rental in Fashion

Even if this is a trend launched years ago, it is precisely now that clothing rental is establishing itself decisively. In Italy, for example, this choice works particularly well for wedding outfits. A practice also considered sustainable: a theme that is currently very dear to Fashion & Luxury, as we pointed out in our recent article.

On the pollution generated by the Fashion industry, new data, produced by McKinsey, is in fact available. According to the well-known multi-national consulting firm, the textile industry is responsible for the emission of 2.1 billion tons of greenhouse gas, equal to 4% of the total globally. Therefore, any alternative practice of the ecological type is welcome.

Drip: the 100% Italian platform for streetwear rentals

In a recent success story, sustainability goes perfectly with economic convenience. We are talking about Drip, the first all-Italian platform for renting clothing and accessories, both streetwear and high fashion, through a monthly subscription.

Launched last July, the web community turns specifically to the Millennial and Gen Z audience with a precise objective: making it possible for them to wear clothes that they normally could not afford, products that are often produced in limited quantities. After having chosen one or more of the articles available on the platform, it is possible to receive them at home and substitute them with others, in a circular economy outlook.

The Finnish study: clothing rental and its impact on the climate

All fine and dandy then? For the researchers from Lut University in Finland, not really. According to a study from the renowned institute of technologies, renting would, in fact, have the highest impact on the climate among green-oriented behaviors, that is: reducing purchases, using them for a longer amount of time before getting rid of them, reselling them as used, recycling for other uses or disposal.

The study followed a pair of jeans in various uses, examining the key points of impact along the chain among which are production, delivery, use, end of life cycle and alternative production. Researchers have therefore compared the global warming possible in each case: from here what was revealed is how renting has the highest impact because of delivery.

The founders of rental start-ups reply that their activity requires without a doubt careful examination to become more green, but that in any case, this is a positive practice to encourage people to not throw clothing away.

Others observe that the Finnish study is based on the assumptions that the customers drive up to a kilometer and a half by car to pick up clothes, when, actually, businesses in question often rely on mail carriers. Furthermore, many companies in the industry are choosing partners with zero emissions deliveries, carbon offsetting and hyper-local peer-to-peer models.

Basically, it is an open debate. We still do not know who will be right, but we are left with one certainty: whether a purchase or a rental, online or offline business, Custom always has the right solution for the Retail world.