Image Courtesy – Selfridges

A rental initiative that is part of Selfridges’ groundbreaking new sustainability pledge, “Project Earth”, is aiming to change shopping  for a better, more earth-conscious future.

Selfridges explores new circular business models of “rent, re-sell, repair and recycle” making it’s business synonymous with circularity. The rental part of the plan will be managed by Hurr Collective, an online clothing rental company. Featuring exclusive pieces from the Selfridges archive, HURR makes fashion rental easy, inspiring and fun. Outfits can be rented for 4, 8, 10 or 20 days. Customers will also be able to sell used designer wear for store credits at Resellfridges.

“Extending the lifespan of clothes that already exist is one of the best things you can do to reduce the environmental impact of your wardrobe.” says Victoria Prew, the founder of HURR.