Renting clothes, have you started?

H&M hopes to be fully circular and climate-positive by 2040. By 2030, for example, all its clothes will be made of sustainably produced or recycled materials. Today, 57% of the clothes on H&M’s shelves are made of at least half sustainable or recycled materials, recognizable by the green labels. Recycling is still a tricky business, however, as most of the clothes cannot be recycled at all. H&M knows this better than anyone, so they invest in start-ups that develop technologies that will hopefully make this possible in the future. Not all materials can be recycled yet, and that is a big hurdle to take,” says Cecilia Brännsten, Environmental Sustainability Manager at H&M Group. Cotton and wool can be recycled, but the fibres become quite short, so you have to blend recycled wool or cotton with “normal” material to guarantee quality.

H&M Rental
That’s why clothing chain H&M is venturing into rental, more people want to think about sustainability. Fast fashion, in other words. This is much better for the environment by reducing clothing sales.

H&M is not the only chain that offers it, also Urban Outfitters, Scotch and Soda rent clothes. You have several online webshops that offer this and also shops like CouCou in the Brussels neighbourhood of Ixelles.

Where is it all?
Currently only available in the Stockholm shop, and now also in Amsterdam, customers will be able to rent three pieces from the Conscious Exclusive collection at a time for the equivalent of 32 euros each. The price includes a week’s rental and advice from a professional stylist, who will advise customers on what suits them and the occasion.
You can schedule your appointment on the website, which day you want to go and what time. Go check it out!