In a bid to further its commitment to sustainable fashion and cater to Gen Z consumers, Tommy Hilfiger has recently joined forces with rental platform Rotaro in the UK. The main objective of this partnership is to revolutionize the way people consume fashion through rental services. Already collaborating with over 90 fashion brands, including acclaimed names like JW Anderson and Rotate Birger Christensen, Rotaro seems to be the perfect partner for Tommy Hilfiger in this endeavor.
The collaboration is set to kick off with a six-month pilot program featuring the TommyXRomeo collection, Tommy Jeans, and a selection of archive pieces. By embarking on this joint venture, Tommy Hilfiger aims to explore circular business models and establish itself as a trailblazer in the industry.
Esther Verburg, the Executive Vice President of Sustainable Business and Innovation at Tommy Hilfiger, expressed her belief that the future of fashion lies in circularity. She emphasized that the partnership with Rotaro is a significant step towards realizing this vision. Georgie Hyatt, the co-founder and CEO of Rotaro, added that their commitment lies in direct collaboration with brands in order to tap into the market of circular economy customers. Rotaro prides itself on its cutting-edge technology, innovative campaigns, and active community.
This marks Tommy Hilfiger’s second pilot program in the UK rental market, providing invaluable insights into consumer engagement and the brand’s evolution. Rotaro’s rental approach perfectly aligns with Tommy Hilfiger’s sustainability vision, enabling customers to fully express their personal style. Over the course of six months, the company plans to release three signature drops. The first drop, which launches this week, centers around a “Pop Color” theme for the summer. It consists of items from the Tommy Jeans Pop Drop capsule, Tommy Jeans denim pieces, and styles from the TommyXRomeo collection. The second drop will introduce carefully curated vintage items from the brand’s archives.
To support the launch of this partnership, a dedicated campaign called “Swipe Right On Unlimited Style” has been created, encouraging consumers to part ways with fast fashion and explore their personal style through the Rotaro rental platform. The campaign was beautifully captured by renowned photographer James O’Doherty, highlighting the company’s unwavering commitment to sustainability and style.
Tommy Hilfiger has already implemented various circularity initiatives, such as Tommy For Life, which focuses on resale, rework, rental, and trade-in. With the latest collaboration with Rotaro, Tommy Hilfiger continues to lead the way in sustainable fashion and circular business models.
Useful links:
1. Tommy Hilfiger Sustainability
2. Rotaro Rental Platform
