Tommy Hilfiger launches in UK on rental platform Rotaro
Tommy Hilfiger has entered a rental partnership with specialist Rotaro in the UK, which it said builds on its “commitment to style, sustainability and circular fashion”, as well as furthering its reach to Gen Z consumers.
The PVH Corp-owned brand has linked up with the British platform and is “aiming to change the way people consume fashion through rental”.
Rotaro currently works with over 90 fashion brands, including JW Anderson, Rixo, and Rotate Birger Christensen.
The new venture launches on Wednesday as a six-month pilot programme that will take in the TommyXRomeo collection, Tommy Jeans and an assortment of “one-of-a-kind” archive pieces.
“We know and believe that the future of fashion is circular, and our partnership with Rotaro is another meaningful step in exploring circular business models,” said Esther Verburg, EVP, Sustainable Business and Innovation at Tommy Hilfiger Global and PVH Europe.
Georgie Hyatt, co-founder and CEO of Rotaro, said: “We are committed to working directly with our brands to enable them to access their circular economy customers and we pride ourselves on our leading technology, innovative campaigns and engaged community.”
The launch of the rental collection is followed by Rotaro’s “Swipe Right On Unlimited Style” campaign which aims to encourage more consumers to break up with fast fashion and instead pivot to fashion rental as a means for experimenting with their personal style. The collaboration also expands on Hilfiger’s existing “Tommy For Life” initiative which enables consumers to experience circular fashion through resale, rework and trade-in.
The Tommy x Rotaro collection will be available for rental from July 27.
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