Let’s return to talking about the anti-waste philosophical movement and environmental sustainability. We talked at the beginning of Balenciaga’s week that he had launched an environmentalist sofa made with disused clothes, warehouse funds and factory waste (here the article), but now the Swedish giant is added to the list with an initiative.
From November 29th H&M has launched the first clothing rental service. A market experiment in the direction of anti-waste culture and public awareness of environmental sustainability.
The new service, for now, has been designed only for three months and is reserved for customers with the brand’s loyalty card. At the rental space you can choose from the 50 garments of the Conscious Exclusive 2012 /2019 collection, unique pieces made with sustainable materials, with the advice of a stylist. The rental lasts for a week and the cost for a suit is 30 euros. Another novelty to guide the public towards the philosophy, which in addition to the rental, there is a workshop where customers can have their clothes repaired or modified with details in step with trends.
The Sergels Torg flagship store in Stockholm
The initiative for now only concerns the Sergels Torg flagship store in Stockholm, at the end of the three-month trial the company will consider whether to extend the initiative for a further period of time and why not also in other cities.
