Tommy Hilfiger is partnering with My Wardrobe HQ in order to launch its first recommerce platform in the UK.
The platform will initially launch as a six-month pilot and will allow UK consumers to purchase or rent womenswear, footwear and accessories from the brand’s past and current seasons.
It comes as part of the brand’s ongoing commitment to sustainability and its goal towards building a future of circular fashion, the retailer explained in a statement.
“We know and believe that the future of fashion is circular, and our partnership with My Wardrobe HQ is another meaningful step in exploring circular business models,” Tommy Hilfiger Global executive vice president Esther Verburg said.
“We are excited to challenge the status quo and offer our customers a new opportunity to enjoy classic American cool style, in a way other than buying new.”
The retailer said that the pilot would provide “an invaluable learning opportunity by granting insight into the needs of the re-commerce consumer and showing how this can shape future strategy”.
Sizes will range up to size UK22 and each piece will showcase both a rental and a sale price.
The rental launch will be complemented with a ‘Destination Tommy: renting was made for journeys, not destinations’ campaign, which will include a unique London taxi in the capital from June 20 for the duration of the summer.
London-based followers of both brands on social media will be invited to spot the taxi and take a picture for the chance to win an exclusive Tommy-style holiday.
My Wardrobe HQ chief executive Sacha Newall commented: “My Wardrobe HQ currently works with 200 brands directly offering rental and resale solutions.
“The B2B arm of the business has a pipeline of launches for 2022 and 2023, where we service the tech and logistics for third-party brands on a white label basis.
“It is a huge honour to add Tommy Hilfiger to the portfolio. Tommy Hilfiger have always been pioneers of sustainability in fashion and we count ourselves very fortunate to have been chosen as their launch partner for this exciting project.”