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AMSTERDAM – Fashion brand Tommy Hilfiger has partnered with circular solutions provider Rotaro to launch the first in what will be a series of rental collections.

Including shirts, cycling shorts and dungarees, the first ‘Pop Colour’ themed collection has been produced with Gen Z and Millennial consumers in mind, who the Hilfiger brand believes are reshaping the concept of clothing ‘ownership’.

Esther Verburg, EVP, sustainable business and innovation at Tommy Hilfiger Global, said: “I strongly believe that the concept of ownership is changing and that more customers will perceive fashion as something you temporarily own – you can already see this elsewhere, like in the automotive industry. I think similar trends are evolving in fashion and I believe the future of fashion will be defined by business models that allow for rental.”

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