• Style Passport provides an easy way for customers to own fewer items while improving their wardrobe, Banana Republic says.
The new service will allow customers to rent apparel for one flat monthly fee, with the option to keep and purchase any favourite item

The new service will allow customers to rent apparel for one flat monthly fee, with the option to keep and purchase any favourite item

US speciality apparel retailer Gap Inc's Banana Republic brand has today (16 August) announced the launch of a new online rental subscription service that provides unlimited access to its women's apparel collection. 

Style Passport will cost US$85 per month for a three-garment plan and will see customers rent clothing with the option to keep and purchase any item. Subscription includes free priority shipping, unlimited exchanges and returns, and complimentary laundering services.

"Banana Republic is committed to integrating sustainability throughout the business from sustainable fibres to environment-friendly practices. Style Passport provides an easy way for customers to own fewer items while improving their wardrobe with fashion for every occasion," the brand says.

The new service will be rolled out at the end of September to customers in the United States, with the goal of adding men's apparel at a later date.

Rental subscription, Banana says, will increase access to its product offering and help bring new customers to the brand.

"We're constantly evolving with our customer, meeting her where she is shopping. Style Passport will drive incremental revenue, and help us connect with younger shoppers who appreciate great style and want an affordable, sustainable way to try new fashion," says Mark Breitbard, CEO and president of Banana Republic. "With this new service, we'll gather valuable insights from a highly interactive customer base that can be used to design future product and experiences."

Banana Republic partnered with rental technology platform CaaStle to develop Style Passport and will utilise its service to handle logistics.

The news follows a similar move earlier this year by Urban Outfitters with its launch of Nuuly, a women's apparel, monthly subscription rental service offering Urban Outfitters own brands, third-party labels and one-of-a-kind vintage pieces for rent via a custom-built, digital platform.