Rent, borrow, share! Is this the new face of fashion?

Photo credits: Niquita Bento

We’ve all been in that situation where you have this thing (insert: wedding, event, party, work function here) and you need something (new) to wear. As it has become ridiculously easy to buy fashion, cheap or expensive, online we have become even worse at actually being fully aware of how much we are buying and consuming without giving any thought to the consequences of this very easy process.

If you are reading this, we’re assuming that you have some understanding of the ethics (or the lack thereof) of the fast fashion industry. You are aware that it is, more often than not, the norm for workers who are making the clothes to be exploited and that the fashion industry has a significant negative impact on our planet. According to a recent article on businessinsider.com, 'The equivalent of one garbage truck full of clothes is burned or dumped in a landfill every second' is staggering. What's more, the fashion industry alone is responsible for 10% of humanity’s carbon emissions. That’s more emissions than all international flights and maritime shipping combined.

So, when I came across a new local fashion brand, Style Rotate, I did a tiny happy dance. Not only is this the brainchild of two savvy young women, but also a step in the right direction in terms of how we should think when we ‘need something new to wear’. According to co-founders, Cleo and Tash, Style Rotate is a ‘wardrobe rental platform’ and they aim to help you redefine your wardrobe without being a slave to fast fashion with its ever-changing trends, while also helping to sustain our planet.

How, you ask?

‍

They specifically buy items that will be able to be rented out multiple time and try to prioritise brands that focus on sustainable manufacturing practices, while also trying to partner with local designers and small businesses. Their garment boxes are proudly made from recycled chipboard and are 100% biodegradable and recyclable and will be reused for up to seven deliveries. Dresses are delivered in reusable garment bags that once completely unusable will be recycled. When it comes to cleaning, they try and avoid dry-cleaning because it is significantly less earth-friendly, unless absolutely unavoidable, and will always opt for eco-friendly detergents and airdry their items. And when an item has come to the end of its rental cycle it will be donated to projects like the Princess Project. princessproject.co.za

So, how does it work?

You simply browse the website stylerotate.com where you can search according to occasion or size (4 -18, yip, you read right they are size inclusive too). When you spot a look you like, you book it on their clever calendar function to check availability. The best part, you can book for the next day if you do it before 12 pm the day before or up to three months in advance. Plus, you don't pay for delivery or cleaning.

Bring on wedding season!