Tommy Hilfiger, owned by PVH Corp, has partnered with rental platform Rotaro to further its commitment to sustainability and circular fashion in the UK.

The six-month test initiative, which will begin on July 27, 2022, will allow UK shoppers to rent items from the TommyXRomeo line, Tommy Jeans, and "one-of-a-kind" Tommy Hilfiger archive.

The first drop has a summer-inspired "Pop Colour" concept and comprises 17 pieces from the Tommy Jeans Pop Drop capsule, seven Tommy Jeans denim pieces, and 11 styles from the TommyXRomeo collection.

The launch will also be accompanied by a campaign dubbed "Swipe Right On Unlimited Style," which will encourage customers to ditch quick fashion and experiment with their particular style through the Rotaro rental platform.

Tommy Hilfiger's second rental experiment in the UK, after the opening of My Wardrobe HQ in June 2022.

Esther Verburg, EVP, Sustainable Business and Innovation at Tommy Hilfiger Global and PVH Europe, said that they know and believe that the future of fashion is circular. Their relationship with Rotaro is another crucial step in exploring 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.

Georgie Hyatt, Co-founder and CEO of Rotaro, said that they’re devoted to working directly with their brands to enable them to contact their circular economy customers. They pride themselves on their leading technology, inventive marketing, and active community. They're happy to be assisting Tommy Hilfiger on their rental and resale journey, assisting them in taking responsibility for the whole lifetime of their clothing. They are honored to offer these pieces to their community and expose Tommy Hilfiger to a new generation of customers as a real industry legend.