For the month of January, Rent the Runway is amassing “unwearable” quick style from clients in its New York flagship retailer together with a drumbeat of different actions to begin the new 12 months.
The collections are a part of a full-fledged rally in opposition to quick style, or the aptly named “Fast Fashion Free” marketing campaign launched Tuesday. Talent like Intersectional Environmentalist cofounder Leah Thomas, “Seamoss Girlies” podcast host Kate Glavan, Goingzerowaste.com founder Kathryn Kellogg, The Naked Diaries founder Taylor Giavasis (who YouTubers might know from her marriage to Nash Grier) and extra will endorse the marketing campaign in anti-haul movies.
A collection of promoting messages like “Fast fashion is garbage” already seems over New York City in the meantime.
“In January, many of us are already generally reconsidering our behaviors — resolving to break bad habits and live more healthfully and mindfully. This is the ideal time to issue a targeted challenge, asking people to stop buying fast fashion, which we know in large part is fueling rampant overproduction and overconsumption — not to mention knock-off culture — across the industry,” mentioned Rent the Runway’s senior vice chairman of name advertising and marketing Jess Burns. She believes subscribing to Rent the Runway gives the “fix” of fast-fashion newness with lots much less environmental harm.
At month’s finish, the collected items will then be recycled into insulation by way of a partnership with New York-based Green Tree Textiles recycling, which Rent the Runway has labored with since 2020, sending outdated stock and broken garment luggage.
At the finish of the marketing campaign, Green Tree Textiles will launch an impression report showcasing simply what number of items had been recycled (mechanically shredded and used for insulation) or repurposed by nonprofit companions.
The pilot pairs with Rent the Runway’s ongoing quest to make rental the first alternative in round style and show its case to buyers as a now public firm. According to Rent the Runway’s first life-cycle evaluation, its enterprise mannequin has led to the displacement of 1.3 million clothes over time, though critics have emerged since.
Eyeing new subscribers in the new 12 months, Rent the Runway counted 116,833 energetic subscribers at year-end, a 78 % year-over-year enhance from 65,545 subscribers in comparison with the similar quarter in 2020.
Rent the Runway’s anti-fast style marketing campaign debuted for January.
Courtesy Rent the Runway