As weddings, vacations, and other special occasions approach, an increasing number of consumers are opting for clothing rental services rather than purchasing new items. These subscription-based services, often marketed as sustainable alternatives to fast fashion, deliver a wide range of apparel—from everyday and workwear to dresses, handbags, and formalwear—directly to customers, who then return the items for others to use.
Sasha Eck, a user of clothing rental services, shared her perspective, stating, “I haven’t bought anything for a big occasion since 2019.” She expressed that renting formalwear provides her with continuous and affordable access to trendier clothes, negating the need to spend a month's rent on a dress she would only wear once. A recent survey from ThredUp highlighted a similar sentiment among many shoppers, revealing that 87% of wedding guests have purchased at least one outfit that they only wore once.
While clothing rental services seem to present an environmentally friendly solution—allowing one garment to be worn by multiple individuals instead of being locked in a single closet—experts warn that the reality is more complex. The environmental impact must account for factors such as shipping, returns, and consumer habits, which can significantly counteract the initial benefits.
Kate Fletcher, a professor of sustainability, design, and fashion systems at Manchester Metropolitan University, pointed out that while rental services can increase a garment's usage, they can also foster a mindset that encourages excessive consumption akin to fast fashion. She noted, “In theory, the embodied resources within that garment get a chance to be worked harder by having that many more people wear it. And that’s the sort of compelling argument of it.” However, she cautioned that the environmental advantages can be diminished by repeated shipping and cleaning processes.
Aja Barber, a sustainability consultant and writer, highlighted the often-overlooked carbon footprint associated with these rental processes—packaging, transportation, and dry cleaning contribute to this impact. Despite these concerns, both experts acknowledged that rental services could be beneficial in specific contexts, especially for those who need occasion-wear that they may not wear frequently. Barber remarked, “If you are someone who occasionally has to wear occasion-wear and you don’t want to buy a dress that you’re going to wear just once, I think it can be really impactful.”
Fletcher compared modern, app-based rental systems to older, localized rental models, such as suit or gown rentals, which involved in-person fittings and returns. She indicated that these traditional systems typically had a different environmental profile than today’s services reliant on extensive shipping.
The environmental impact of “last mile delivery,” or the final stage of package transport from fulfillment centers to consumers’ homes, has been exacerbated by the rise of online shopping. Johanna Amaya, an assistant professor of supply chain management at Pennsylvania State University, stated that transportation contributes significantly to greenhouse gas emissions and that the increasing number of home deliveries worsens environmental impacts. She explained, “The more deliveries going to our homes, the more delivery that goes to our preferred location, the more that impact on the environment.”
Rental services pose logistical challenges, as they generally involve two shipping trips: one to deliver and another to return the clothing. Amaya emphasized that reducing environmental impact could be achieved by opting for consolidated or pickup delivery options instead of home pickups.
Experts agree that renting may still be advantageous for special occasion outfits that might otherwise be worn just once, but they also stress the importance of consumers being mindful about how frequently they order, ship, and return clothing. Fletcher suggested looking within one’s existing wardrobe before seeking new items. Additionally, consumers can mitigate their environmental footprint by avoiding rush shipping and choosing consolidated delivery methods when available.
The broader challenge of sustainability in fashion requires more than just a single service or product. Some simple strategies for more sustainable shopping include re-wearing clothing, repairing items, swapping with friends, purchasing secondhand, or donating clothes to ensure continued use. Fletcher remarked, “The best thing we can do is engage with fashion as a practice,” advocating for a shift in perspective on clothing from mere products to a deeper lived experience that can mitigate climate impacts.
