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LONDON – Apparel rental platform MyWardrobe HQ has partnered with British fashion brand Belstaff to launch what it claims to be the UK’s first casual menswear rental offering. 

The pair say the venture is “symbolic of how fashion is changing” and will particularly appease millennial consumers with a “no ownership” mindset.   

“Rental is going from strength to strength in the womenswear market, and menswear is an obvious next step – in fact, 30 per cent of our existing database are men so we know that the demand is there,” said MyWardrobe chair, Jane Stepherdson.  

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