Clothes from Stockholm rental site Gemme Collective. Photo from Gemme Collective.
The brands owned by the fast fashion giant are now available on Gemme Collective, a fashion rental startup that’s based in Stockholm.
The clothes from & Other Stories and Weekday will be available for shoppers to rent in Stockholm and Sweden, with Gemme Collective planning to expand into other European markets like Copenhagen later this year.
“We love the sustainability aspect of fashion rental and we look forward to making our collections accessible to more fashion-loving women through this collaboration,” Sara Jivenius, a sustainability manager at & Other Stories said in a statement.
The H&M-owned brands join a slew of companies jumping into rental. Banana Republic, Express, Vince and Scotch and Soda all offer rental through the startup Caastle, while Urban Outfitters has a venture of its own, Nuuly. These brands are eyeing the success of fashion startup Rent the Runway, which is reportedly eying an IPO this year.
To read how some rental subscriptions fare better than others, read BoF’s analysis from 2020.