“Rent, Rethink, Reduce.”
Fashion-favourite label Ganni has just announced the launch of its own rental service in a bid to help reduce fashion’s impact on the environment.
Called Ganni Repeat, the brand announced the new initiative on Instagram, writing, “We’re on a mission to become circular & increase the lifecycle of our clothes wherever we can. Rethink the way you refresh your wardrobe, rent on repeat.”
The service is currently being tested in the brand’s homeland of Denmark but it says it has plans to roll the service out internationally after that. Furthermore, the brand says it will “be carbon compensating the C02 emissions generated from rental deliveries.”
Users can rent an item for one to three weeks, with the option to buy the piece at the end of the rental service. Cleaning is included in the price of the rental (the company uses Swan-labelled facilities in Denmark which provide environmentally efficient services), so too is insurance and delivery costs. Customers are also able to reserve pieces in advance – which is perfect for when wedding season comes around again.
Many of the brand’s signature items are available for rental via the dedicated website, including midi dresses, handbags, coats, blouses and tailoring.
The news follows that of other fashion houses this year, including Banana Republic who launched its Style Passport program just last month. The program allows customers to rent up to three pieces at any one time for a monthly fee of just USD$85. The announcements come at a time when fashion brands are becoming more aware of their environmental impact and are aiming to reduce them via rental services and carbon neutrality programs, like those at Gucci and Gabriela Hearst.
Given the fashion crowd’s love of Ganni, especially for standout street style moments, we suspect that this service, once rolled out internationally, is going to be very popular.