What: The retailer announces its collaboration with Lablaco, a specialist in circular fashion. to propose rental options to customers. Such pieces will be traced thanks to blockchain technology.

Why it is important: The initiative, only implemented in its Berlin flagship of Mitte Gart for now, will last until the end of the year for H&M to try a combination of two current trends, blockchain and rental.

Twelve pieces are available to customers to be rented for a period ranging from 5 days to 3 weeks. Each piece will bear a label giving access to its own history, stored in a dedicated blockchain. Customer renting it can also contribute to the information chain by uploading the looks obtained with these pieces. Upon their return to the store, the pieces will be checked, cleaned and prepared for a new tenant.

H&M puts blockchain at the service of rental