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LONDON - Fashion rental technology platform Zoa has launched a new innovation programme to work with leading fashion brands and retailers to determine how best to develop circular fashion for consumers.

Zoa, sister company to clothing rental platform Hirestreet, says that the findings of the 'Zoa Rental Lab' programme will guide the evolution of the services it provides to brands and retailers.

Zoa Rental Lab is said to be the first UK initiative of its kind - aiming to bring together some of the UK’s leading fashion brands and retailers to shape the future of sustainable commerce.

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