H&M is testing out a clothing rental service at its flagship store in Stockholm amid growing criticism against the fashion industry’s negative environmental impact.
for many reasons, including lower prices, more options, and store ubiquity, so H&M, one of the world’s clothing giants, is trying out new strategies for smarter shopping. Along with the three-month trial run of its new rental service, the store will also roll out clothing repair services, BoF reports.
“We have a huge belief in rental, but we still want to test and learn quite a lot and do tweaks and changes,” Daniel Claesson, H&M’s head of business development, said. The rental service is currently only available for members of H&M’s loyalty program, and it hasn’t expanded past the flagship yet — but it signals one potential future route in the company’s efforts to go green. H&M plans to reach negative greenhouse gas emissions by 2040, BoF reports, meaning that the company’s operations would offset more emissions than they actually produce.
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