HURR dress hire platform to launch a fashion rental pop-up

Try before you... borrow
Victoria Prew, CEO and co-founder, Hurr
Paul Grover/ Telegraph
Chloe Street9 October 2019

To borrow a dress from a total stranger, wear it to a party, then post it back to them would once have seemed an odd concept.

But nowadays, thanks to the slew of fashion rental companies that have popped up in the UK over the last year, the idea of loaning your dream outfit has become very much mainstream.

HURR Collective, a London-based peer-to-peer wardrobe rental platform founded by Victoria Prew and Matthew Geleta in 2018, has been making major strides in the space, and this week the young fashion rental company announced it will be making the process even easier, with the opening of a pop-up in Belgravia later this month.

The pop-up shop will allow current and new HURR members the opportunity to physically interact with the products before choosing which item, or items, they wish to rent for a 2 or 7 day rental period. Non-members will be able to sign up to HURR (which is a members-only platform) in store before hiring their items.

“The launch of our official pop-up store will build our community offline, offer an immersive luxury rental experience and pave the way towards a more sustainable future for fashion,” CEO and Co-founder Victoria Prew tells The Standard.

Open from October 25 to November 29, the pop-up will hold hundreds of designer dresses and accessories, vintage one-offs, the latest trend-led pieces and sell out styles from contemporary designers such as Kitri, RIXO London and Ganni right through to Chanel, Dolce & Gabbana and Bottega Veneta.

There will be personal styling available in store and a calendar of interactive in-store events for the duration of the pop-up 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 partner TRAID, a charity working to stop clothes from being thrown away. It turns clothes into funds and resources to reduce the environmental and social impacts of our clothes.

“This pop-up supports Belgravia’s sustainability initiative as we work towards eradicating waste from all communities where we operate by 2050,” said Grosvenor Director of Retail Joanna Lea.

HURR Collective Pop-up wlil run October 25 - November 29. Monday - Saturday 10:00-19:00 Sunday: 12:00-17:00

37-39 Elizabeth Street, Belgravia, London SW1W 9RP​

Create a FREE account to continue reading

eros

Registration is a free and easy way to support our journalism.

Join our community where you can: comment on stories; sign up to newsletters; enter competitions and access content on our app.

Your email address

Must be at least 6 characters, include an upper and lower case character and a number

You must be at least 18 years old to create an account

* Required fields

Already have an account? SIGN IN

By clicking Create Account you confirm that your data has been entered correctly and you have read and agree to our Terms of use , Cookie policy and Privacy policy .

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged in