What: UK-based luxury retailers Selfridges, Flannels and Matchesfashion are utilizing Hurr’s platform for fashion rental to meet circularity commitments.

Why it is important: Matchesfashion, like other retailers and brands, is using Hurr’s white-label technology to meet sustainability goals with the hopes that luxury retailers existing within the fashion rental space will increase consumer demand for circularity.

Questions still remain on whether clothing rental is a sustainable endeavour or not considering the construction, wear and cleaning of garments.

Hurr is reliant on brands to design clothes to fit a circular system to complement its efforts on improving cleaning and transportation as it aims to reinvent ownership and extend the lifecycle of products.

Matches Fashion joins clothing rental platform Hurr