H&M to rent clothes to select shoppers at flagship store

Andrew Burton  Getty Images

Andrew Burton Getty Images

H&M's clothing rental service, which is by far only active at its store in the Swedish capital - Stockholm, now includes just 50 garments, which will be offered to the brand's loyalty program members. For the equivalent of $37, customers can rent clothes from a collection of 50 pieces, according to a report in The Business of Fashion. H&M will assess the trial in three months before expanding any further.

The shop, which is testing new concepts, is also to feature clothing fix services, a coffee shop and a beauty bar.

H&M joins other popular retailers in the rental game including Nuuly, which is offered by the parent company of Urban Outfitters, Anthropologie, Free People and Banana Republic, which launched a service called Style Passport. The decision to test the rental program is in an effort to work on the company's environmental footstep, such as cutting down on the greenhouse gases that come from clothing factories. A United Nations report found that the fashion industry is responsible for up to 20% of global wastewater and 10% of global carbon emissions, more than all worldwide flights and shipping.

The announcement comes simply weeks after the retailer halted leather-based purchases from Brazil to cease supporting cattle farming that could be contributing to the fires within the Amazon rainforest.

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In November, the fast fashion retailer announced it was halting leather purchases from Brazil to stop supporting cattle farming that may be contributing to the fires in the Amazon rainforest.

The transfer adopted an analogous determination by the maker of Vans and Timberland sneakers.

Thousands of fires tearing through the Amazon spawned an global crisis for Brazil, with protests, investors and world leaders voicing concern that the government of Jair Bolsonaro is doing too little to protect the world's largest tropical rainforest.

H&M mentioned its momentary ban on leather-based from Brazil will stay in place 'till there are credible assurances... that the leather-based doesn't contribute to environmental hurt within the Amazon'.

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