Known for its partnerships with eco-friendly brands, UK-based fashion rental service Rotaro has opened its first-ever physical shop.
Rotaro’s pop-up shop will be open for two months and features rental pieces from brands like House of Sunny, Stand Studio, Anouki, JW Anderson, Materiel Tbilisi, and Stine Goya.
Given Rotaro’s focus on the environment, it may not come as a surprise that the pop-up shop is zero-waste. Described as a store of the future, the brand is making sure that nothing from the pop-up ends up in a landfill. For example, they are using biodegradable and recycled packaging, replanting floral installations, and renting rather than purchasing items like furniture, artwork, and technology.
Georgie Hyatt, one of the co-founders of Rotaro, says that the pop-up provides an opportunity for customers to discover and engage with fashion brands in a more mindful way. Plus, as the fashion brands involved are themselves sustainable, Rotaro is helping drive a circular fashion economy.
Beyond the conscious clothing items available for rent, Rotaro is also using its new physical location as an educational hub. Creative workshops and panel discussions led by thought leaders and designers are slated to be held here.
For example, Rotaro is partnering with Futerra, one of the world’s premier sustainable consultancy firms, to help customers learn how to shop more mindfully, as well as Partnership Editions, who will create a rotating programme of exhibitions exclusively for the pop-up. These exhibitions will feature artwork by emerging artists.
Customers are invited to rent items in-store and take them home on the same day, or try on outfits and reserve them for pick up on a future date. In addition to the clothing items available for rent in-store (some of which are available exclusively in-store), the pop-up will be equipped with smart screens, allowing customers to browse and shop Rotaro’s full online collection.
“We want to use the store as space for collaboration, inspiration and education. We want to provide a space to bring our community together, host events, panels, workshops and help our community along on their circular fashion journey,” says Hyatt.
“The store is about discovery, discovering new brands, exploring your personal style and learning about the exciting ways to experiment with fashion more mindfully,” adds Hyatt. “We’re also collaborating with our brand partners to champion them as pioneers in the circular fashion economy.”
Located on 45 Carnaby Street in the trendy London borough of Soho, Rotaro’s zero-waste pop-up shop is open until August 20, 2021.
All images in this article are courtesy of Rotaro.
