Tommy Hilfiger has struck a six-month partnership with My Wardrobe HQ, marking its first rental pilot and offering consumers in the UK market the opportunity to rent or buy Tommy Hilfiger womenswear, footwear and accessories from the brand’s past and the current seasons.

The concept reflects Tommy Hilfiger’s continued efforts to create a more sustainable future for fashion, and encourage self-expression through style, the brand says.

“We know and believe that the future of fashion is circular, and our partnership with My Wardrobe HQ is another meaningful step in exploring circular business models,” explains Esther Verburg, EVP, sustainable business and innovation, Tommy Hilfiger Global and PVH Europe. “We are excited to challenge the status quo and offer our customers a new opportunity to enjoy classic American cool style, in a way other than buying new.”

Tommy Hilfiger says the pilot will provide an invaluable learning opportunity by granting insight into the needs of the re-commerce consumer and showing how this can shape future strategy.

The offering on My Wardrobe HQ will feature a curated selection of Tommy Hilfiger styles for a range of occasions, up to size UK22 and shown with both a rental and sale price.

“My Wardrobe HQ currently works with 200 brands directly offering rental and resale solutions,” says Sacha Newall, co-founder, and CEO of My Wardrobe HQ. “The B2B arm of the business has a pipeline of launches for 2022 and 2023 where we service the tech and logistics for third party brands on a white label basis. It is a huge honour to add Tommy Hilfiger to the portfolio. The Tommy Hilfiger organisation has always been pioneers of sustainability in fashion and we count ourselves very fortunate to have been chosen as their launch partner for this exciting project.”

The partnership also expands upon Tommy For Life, an initiative piloted by Tommy Hilfiger in the Netherlands, France, Germany, and Denmark that enables consumers to enjoy circular fashion through re-wear, repair, rework, and rental. It seeks to keep products in use for longer and extend their lifespan, to lessen the brand’s impact and close the loop without compromising the environment.

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By GlobalData

The European arm of parent company PVH Corp recently partnered with circular fashion and textile technology group Infinited Fiber Company to elevate the sustainability of products offered in the bloc under PVH’s Calvin Klein and Tommy Hilfiger brands.