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The global fashion business journal

Oct 1, 20208:07pm

The Swedish Gant joins the rental movement

The Swedish fashion company launches the rental service for the spring-summer 2020 collection as part of its sustainability initiatives.

Feb 14, 2020 — 6:13pm
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The Swedish Gant joins the rental movement

 

 

Gant joins the rental movement. The Swedish company will offer with the spring-summer 2020 collection a garment rental service, available in its London flagship and in international flagship stores.

 

The collection will consist of ten garments that users can rent for three days for a price 20% lower than the purchase. At the end of the period, customers can keep the item. The offer will include the collection of men and women, with jackets, dresses, shirts and blouses. This initiative by Gant will have a second version with its autumn-winter collection in October.

 

The company’s new launch falls within the framework of sustainable initiatives. Along With these objectives, there is additionally the commitment to make 80% of its sustainable collection for this year or the reduction of water use by 50% by 2025.

 

At the end of the year 2019, H&M tested the rental business in its flagship store in Stockholm. Also, luxury brands such as Diane Von Fustenberg have joined the companies that are beginning to see the benefits of this more sustainable form of consumption. 

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