Daniel: Hello Victoria, initially, I would like to thank you for joining the community of Mess, nonetheless, it is a pleasure to e-meet you and to further discover more about your company. Would you please start to entertain our readers telling a little about yourself and your background ? 

Victoria: I’m the co-founder and CEO of HURR, the UK’s leading wardrobe rental platform. My background isn’t actually in fashion – I’m passionate about disruptive technologies and the circular economy. 

Can you introduce our readers to HURR, your platform, leader of the sustainable concept of luxury wardrobe renting. What inspired you and your business partner, Matthew, to develop such a forward-thinking company and why? 

As a peer-to-peer marketplace, HURR allows you to monetise your wardrobe by renting out your pieces, and also rent designer items for a fraction of the cost. You’ll find a curated edit of contemporary brands such as Rixo London, Ganni and Olivia Rubin through to luxury brands such as Gucci and Chanel.

What is your company’s mission? And what principles of fashion sustainability makes the platform unique among others in the industry? 

We believe the future of fashion has to be circular and we’re trying to make this happen one rental at a time. Extending the lifespan of clothes by allowing consumers to ‘access’ fashion without ‘owning’, is a huge step towards a more sustainable future for the industry.

What’s the most challenging thing about running a sustainable business?

Ensuring that all areas of the business are sustainable – particularly packaging and postage. We’ve partnered with sustainable packaging company Repack and ‘green’ bicycle courier service Stuart, to deliver packages in 90 minutes across central London.

Everyone has an unexpected belief – or a different way of defining sustainability. What does fashion sustainability mean to you? What do you consider to be sustainable that others might not? 

Extending the lifespan of your clothes is one of the best things you can do to reduce the environmental impact of your wardrobe. According to Wrap UK, extending the lifespan of a garment by nine extra months of active use would reduce carbon, water and waste footprints by around 20-30% each. HURR is a simple way to do just this: rent what you need, lend what you don’t. 

What is something you wish people knew about sustainable fashion?

The sustainable fashion movement is built on one simple principle – buying less and buying better

Do you think that the industry’s crisis caused by the outbreak of Covid-19 might bring the industry to another level of sustainability? For instance, Would you expect your clients to step forward into an eco-responsible fashion world? 

Coronavirus should spark a sustainable fashion awakening. Lockdown has taught us how to live simply and people will be more conscious than ever of their fashion footprint. 

Which are in your opinion the top brands that are leading the sustainable wave of the industry? Do you believe they are effectively teaching their audiences to be more sustainably conscious? Why? Why not? How?

Absolutely – there is huge innovation in the brand space. Stella McCartney, Mother of Pearl and Rêve En Vert are leading the way. 

What are the three main key features to become an eco-friendly fashion advocate?

You should try to:

1) Wear every item in your wardrobe at least 30+ times;

2) Only buy items with longevity in mind; 

3) Ask brands questions if you’re not sure. The more knowledge you have, the more informed you will be to make the right choice. 

Why would you recommend our readers to join the community of HURR?

The rental revolution is only just beginning – if you’re looking for a more sustainable way to shop, give it a go! 

To conclude, what tips would you give to our readers and anyone in the industry who would like to create or expand a sustainable company?

If you’re starting a sustainable company, think about every aspect of your business. From your supply chain, to packaging and the carbon footprint of your postage provider – research is key.