The Green Scoop

Urban Outfitters Commits To Fashion Sustainability this Summer 2019

Urban Outfitters Commits To Fashion Sustainability this Summer 2019

Fashion seems to have taken quite a big part of our lives, whether we like it or not. With the influence of social media and for the love of being fashionable, there are people who have their closets filled to the brim. It may seem harmless at first thought, but fashion that isn’t sustainable can bring harm to our environment in a lot of ways.

Behind these clothes that fashion-forward people love, there are a lot of environmental and socio-economic aspects that need to be improved on. The raw material production, the product’s life cycle, the manufacturing, the transport, and the use these fashion finds need a thorough remake.

Urban Outfitters is now committing to an effort in boosting their engagement with the millennial consumers, alongside creating a sustainable fashion movement. The 49-year-old retailer is going to launch a new company called Nuuly by the summer of 2019. It is said that the subscribers will be able to access clothes from Urban Outfitter’s portfolio for a cost of $88 per month. This will include collections from Anthropologie, Free People, Urban Outfitters, and 100 additional third- party brands of vintage and designer pieces. The monthly fee will entitle the subscriber to be able to fill a 6-item box each month, which totals to about one-tenth of the usual price.

"Nuuly subscribers will select their styles each month, wear them as often as they like, then swap into new styles next month, infusing freshness and variety into their wardrobes; and if they fall in love with something they’re renting, they can purchase it." According to Urban Outfitter’s press release.

Sustainable fashion is all about aiming to minimize any effect that is undesirable to the environment by improving the product’s life cycle through efficient and careful use of natural resources. Urban Outfitters has understood this in so many levels while living up to their brand’s aim to connect with the fast-changing habits of their shoppers. So, they have decided to create a clothes rental line.

“Nuuly is a new way to experience clothing. Since 1970, URBN has encouraged customers to express themselves through their wardrobes and the spaces they keep. Nuuly is the latest extension of this mission—a shopping experience that gives customers access to more of the clothes and brands they love through a monthly rental subscription. Nuuly stocks thousands of styles from hundreds of brands for all occasions – work, life, vacation, special events and everything in between.” According to Urban Outfitter’s website.

Their market studies have shown that the younger generation shoppers are now seeking out novelty. As much as possible, they would like to omit the possibility of repeating an outfit which is an act that is sadly looked down upon on social media. This can take quite a toll in the fashion sustainability part, so Nuuly’s launch will aim to embrace sustainability and variety all in one.

It’s not only Urban Outfitters that is making the shift to rental clothing. There are other businesses who have taken this glorious step in recent years. There’s Rent the Runway, Fast Pass, and Tulerie that are mostly used by Instagram influencers.

Urban said that their rental clothes will start with 1,000 pieces in its initial collection. At the end of the year, they will add about a hundred more each week. They even have a state-of-the-art laundry facility in their warehouse where all the items will be thoroughly sanitized before being sent to the customer.

While shifting to rental clothing can be a big decision for the customers, every individual should aim for sustainable fashion in a form that’s well-suited for his or her own lifestyle. There are different types of sustainable fashion; from choosing vintage over new ones, purchasing high quality and timeless designs to avoid constant re-purchasing, to repairing and upcycling, and many more. One type will not necessarily suit people equally since we all have our own preferences. In the end, our decisions create an impact on the environment so it’s best to keep our choices responsible and eco-friendly at all costs.

In the long run, more and more fashion brands will eventually shift to this sustainable tactic and it would be something that would be deemed acceptable to the consumers and the companies on a larger scale. Also, what’s better than living in a home with less clothing clutter? Definitely an advantage.