Kitri, the popular UK clothing brand, has partnered with Hurr, a clothing rental platform, to launch its first-ever rental collection. The collection includes 15 carefully selected pieces from Kitri’s Spring 2022 collection, featuring their distinctive gingham and ditsy prints, as well as milkmaid dresses and coordinated two-piece sets. This collaboration comes as Hurr noticed a shift in rental behavior, with customers now seeking everyday items, not just occasionwear, in the post-pandemic era. Kitri was highly requested by the Hurr community thanks to its recognizable prints, vibrant colors, and versatile designs.
The shared objective of Kitri and Hurr is to promote a slow and sustainable approach to fashion. The founders of both companies, Victoria Prew and Haeni Kim, view this partnership as a perfect alignment of their visions. The rental collection was launched on March 3, with prices starting at £18 for a four-day rental period. Prew expressed her excitement about collaborating with another female founder who shares the same passion for revolutionizing fashion consumption. Kim added that rental services introduce new possibilities for a more environmentally conscious future in the fashion industry.
The collaboration between Kitri and Hurr exemplifies a growing trend in the fashion industry, as more brands team up with rental platforms to offer consumers a sustainable and cost-effective way to access their favorite designs. By renting clothes instead of buying them, customers can enjoy the latest trends without contributing to the issue of overconsumption and waste in the industry. It also allows them to experiment with different styles without the commitment of a long-term purchase.
As the demand for rental services continues to surge, more fashion brands are realizing the benefits of partnering with rental platforms. This move not only expands their customer base but also aligns with their sustainability goals. Kitri’s decision to collaborate with Hurr demonstrates their dedication to making fashion more accessible and decreasing its environmental impact.
The Kitri x Hurr rental collection is an exciting opportunity for fashion enthusiasts to explore the brand’s iconic prints and designs at a fraction of the regular cost. By embracing the rental model, Kitri sets an example for other brands and encourages them to reconsider their approach to fashion consumption. With fashion rental gaining popularity among consumers seeking sustainable alternatives, we can anticipate more collaborations like this in the future. Together, brands and rental platforms have the power to reshape the fashion industry and create a more sustainable and inclusive future.
Useful links:
– Kitri x Hurr Collection
– Hurr Rental Platform
