Rental fashion offers perhaps the most disruptive alternative yet to the high volume, low price sales business model that has ruled the apparel industry for decades. Following the launch of its new apparel subscription service, David Styles caught up with SKFK’s Jon Curutchet to explore what the Basque clothing brand’s latest project could mean for the sector.

The environmental and economic potential of renting apparel has become an increasingly hot topic in recent months, with some major brands and retailers signalling intent to enter the field.

Outside the United States, much of the discussion around the rental sector has, thus far, been anecdotal, with very few companies having taken the plunge. This could well be set to change, with May 2019 seeing SKFK launch a new monthly subscription service to enable its European customers to rent apparel from a constantly updating selection of 40 premium outfits.

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