For the month of January, Rent the Runway is picking up “non-wearable” fast fashion from customers at its New York flagship store along with a drum of other action to kick off the New Year.
The collections are part of a real demonstration against fast fashion, or the rightly called “Fast Fashion Free” campaign launched on Tuesday. Talents like Intersectional Environmentalist co-founder Leah Thomas, “Seamoss Girlies” podcast host Kate Glavan, Goingzerowaste.com founder Kathryn Kellogg, The Naked Diaries founder Taylor Giavasis (whom YouTubers may have known from her marriage to Nash Grier ) and others will support the campaign against-carrying video.
A series of marketing messages such as “Fast fashion is garbage” have already appeared in New York in the meantime.
“In January, many of us are already generally reconsidering our behaviors, deciding to break bad habits and live healthier and more consciously. This is the perfect time to launch a targeted challenge, asking people to stop buying fast fashion, which we know to a large extent is fueling rampant overproduction and overconsumption – not to mention the knock-off culture – across the industry. ” said Rent the Runway senior vice president of brand marketing Jess Burns the Rent the Runway subscription offers the “fix” of the fast-fashion novelty with much less environmental damage.
At the end of the month, the collected assets will then be recycled into insulation material through a recycling partnership with New York-based Green Tree Textiles, which Rent the Runway has been working with since 2020, shipping old inventory and bags for damaged garments.
At the end of the campaign, Green Tree Textiles will release an impact report showing how many assets have been recycled (mechanically shredded and used for insulation) or reused by non-profit partners.
The pilot pairs with Rent the Runway’s ongoing research to make rental the first choice in a circular fashion and prove its case to investors as a now public company. According to Rent the Runway’s first lifecycle assessment, its business model has resulted in 1.3 million garments being moved over time, although criticism has emerged since then.
Looking at new subscribers in the new year, Rent the Runway counted 116,833 active subscribers at the end of the year, a 78% year-over-year increase from 65,545 subscribers over the same quarter of 2020.