Fashion brand, Tommy Hilfiger, launched its first-ever rental pilot in collaboration with UK rental platform My Wardrobe HQ, allowing UK shoppers to rent or buy womenswear, footwear, and accessories from previous and current seasons.

The brand's offering on the fashion re-commerce site will contain a handpicked selection of Tommy Hilfiger designs for varied situations, spanning up to size UK22, and was launched on June 16, 2022.

According to the press release, the pilot initiative, will provide consumers with access to seasonless designs and extend the life of its items, while also providing the American corporation with information on the demands of the re-commerce consumer and how it might influence future strategy.

The launch was complemented by a campaign titled "Destination Tommy: renting was made for journeys, not destinations", with a one-of-a-kind "Destination Tommy" London taxi set to hit the capital's roads on June 20 for the length of the summer. London-based followers of Tommy Hilfiger and My Wardrobe HQ social media channels are invited to find the cab, snap a photo, and tag mywardrobe hq for a chance to win an exclusive Tommy-style vacation.

The collaboration also builds on Tommy For Life, a Tommy Hilfiger project launched in the Netherlands, France, Germany, and Denmark. Through re-wear, repair, rework, and rental, the program hopes to keep its products in use for extended periods of time and prolong their lifespan.

Esther Verburg, EVP, Sustainable Business and Innovation, Tommy Hilfiger Global and PVH Europe, said that they know and think that the future of fashion is circular. Their partnership with My Wardrobe HQ is another crucial step in investigating circular business models. They’re pleased to challenge the existing quo and provide their clients with a new method to experience traditional American cool design other than by purchasing new.

Sacha Newall, Co-Founder and CEO of My Wardrobe HQ, said that My Wardrobe HQ presently works with 200 companies directly delivering rental and resale alternatives. The B2B arm of the company has many launches planned for 2022 and 2023, in which they will provide white-label technology and logistics to third-party businesses.

Newall added that adding Tommy Hilfiger to the portfolio is a big honor. Tommy Hilfiger has long been a leader in fashion sustainability, and they consider themselves extremely lucky to have been chosen as their launch partner for this exciting initiative.