Asos teams up with Hirestreet for a major subscription rental service.
- Subscribers can rent five garments monthly from over 20,000 items for £75.
- The collaboration marks a large-scale expansion following last year’s initiative.
- Initial focus on weekend and party wear, with workwear and more to follow.
- This launch responds to rising demand for casual rental options in the UK.
Asos has partnered with Hirestreet, introducing a significant expansion to the UK’s rental market through a subscription service. The service allows subscribers to rent up to five garments each month, drawing from a selection of over 20,000 Asos products. This initiative is hailed as “the biggest retailer-rental collaboration the UK market has seen to date.”
Previously, Asos and Hirestreet collaborated on a smaller scale, with rentals available across 180 womenswear products. The latest collaboration drastically increases the offerings, providing a more extensive range to cater to diverse fashion needs.
The new service’s initial offering focuses on weekend and party wear, aligning with the upcoming festive season. Categories like workwear, skiwear, and collections for spring and summer 2025 will be introduced subsequently.
Hirestreet has observed a significant rise in demand for casual items in the first quarter of 2024, which has influenced this launch. The company believes this collaboration with Asos represents a step forward for the UK’s rental market, which has traditionally trailed behind the US.
This development signifies a shift in consumer behaviour towards more sustainable fashion choices, as rental services offer an alternative to traditional purchasing.
The collaboration between Asos and Hirestreet marks a pivotal moment in expanding sustainable and accessible fashion choices in the UK.
