Renting clothes can reduce the fashion industry’s enormous environmental impact, but so far, the business models have not worked very well. The best chance of success is for a rental company to provide clothing within a niche market, such as specific sportswear, and to work closely with the suppliers and clothing manufacturers. This is shown by a study led by researchers at Chalmers University of Technology, Sweden, which highlights the measures that can make clothing rental a success.
Renting clothes for sustainable fashion—niche markets work best
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