UK’s First Fashion Rental Pop-Up Shop Launches in Belgravia

Fashion rental company HURR Collective is hosting the UK’s first luxury fashion rental pop-up shop with hundreds of designer dresses and accessories available to rent

Lead image: HURR Collective co-founder Victoria Prew 

The HURR Collective pop-up shop will showcase a wide range of curated fashion items and accessories available to rent in-store, from vintage one-offs to the latest trend-led pieces and sell-out styles from designers from Kitri and RIXO London to Chanel, Dolce & Gabbana and Bottega Veneta.

Both current and new members will have the opportunity to experience HURR’s luxury rental fashion revolution offline, with pieces available to rent for a two-day or seven-day rental period from the Belgravia pop-up store, which opens on 25 October 2019.

Founded in 2018 by Victoria Prew and Matthew Geleta – the twenty-something entrepreneurs disrupting the fashion industry with a peer-to-peer wardrobe rental platform – HURR allows women to monetise their wardrobes and also rent designer items for a fraction of the retail price.

The exclusive platform combines technology with on-demand fashion, allowing style lovers to rent their clothing and accessories to one another securely and in seconds.

The concept already counts fashion editors, street-style stars and celebrities among its clientele, as well as aspirational customers and those simply looking to try something new without committing to a purchase.

‘With the current focus on sustainability, HURR provides a solution to fast fashion whilst promoting the circular economy by extending the lifespan of clothes,’ says CEO and Co-founder Victoria Prew.

‘With the current focus on sustainability, HURR provides a solution to fast fashion whilst promoting the circular economy by extending the lifespan of clothes’

Those dropping by the HURR Belgravia pop-up will have access to advice from personal stylists who will guide them through the pop-up’s available rentals, as well as a full calendar of interactive in-store events including styling sessions, sustainable fashion panel discussions and clothes repair workshops.

Visitors to the pop-up will be encouraged to donate any unwanted clothes and shoes to HURR’s charity partner TRAID, which works to stop clothes from being thrown away, turning clothes into funds and resources to reduce the environmental and social impacts of fashion.

‘Customers are becoming more mindful of shopping sustainably, and aware of their environmental impact,’ says Grosvenor Director of Retail Joanna Lea. ‘HURR Collective is reflecting this trend with their platform and getting on board with the changing way in which UK women like to shop and discover designer fashion.

‘The pop-up supports Belgravia’s sustainability initiative as we work towards eradicating waste from all communities where we operate by 2050.’

The HURR Collective Pop Up runs from 25 October until 29 November 2019, open Mon-Sat 10am-7pm & Sun 12pm-5pm

37-39 Elizabeth Street, Belgravia SW1W 9RP;


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