Asos is the latest fashion brand to enter the rental market. YPulse told you that rental programs would be the next big trend in fashion, allowing brands to embrace a more circular approach. Now it’s Asos’ turn: the popular online fashion website is collaborating with Hirestreet, a rental marketplace platform, to offer consumers access to a selection of over 180 women’s occasion-wear pieces from Asos’ own brands. The collection specifically focuses on wedding-guest outfits—it’s wedding season after all, with items that can be rented for periods of four, 10, or 30 days, and prices starting at £20. Asos is tapping into the growing market of clothing rental, which is expected to grow by 164% by 2026 in the U.K. alone. (Fashion United UK)
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