Fashion retailer Asos has partnered with Hirestreet to launch what is being dubbed the UK's biggest retailer-rental collaboration to date, offering subscribers access to more than 20,000 products through a monthly subscription service.

The Newcastle-based rental platform will allow customers to rent five Asos items per month for £75, marking a significant expansion from the pair’s initial collaboration last year which featured just 180 womenswear pieces.

Isabella West, founder and chief executive officer of Hirestreet, says the UK rental market is now catching up with the United States. "There are hundreds of thousands of active UK renters, who are comfortable with rental as a method of consumption," she said. "The next step is just inspiring them to consider rental for more casual moments in their life – like date nights or weekend walks."

The partnership comes as Hirestreet reported a 200 per cent year-on-year increase in items dispatched to customers during the first quarter of 2024, with 40 per cent of rentals being casual pieces rather than occasionwear.

West highlighted the strategic importance of working with Asos: "From the moment we pitched the idea, they have been incredible. They have such a strong understanding of the UK twenty-something fashion customer, and their willingness to innovate to meet her consumption needs in 2024 is what sets them apart."

The initial October launch will focus on weekend and party wear for the festive period, with plans to expand into workwear, skiwear and spring summer 2025 collections at a later date. Subscribers will be able to choose from a range of items, including £250 Asos Luxe gowns and £170 Columbia puffer jackets.

The development follows industry research suggesting rental and resale will account for 23 per cent of the global fashion market by 2030.

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