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H&M is testing clothing rental service

28/10/2021 09:46 AM


The Swedish fashion giant's next attempt at sustainable fashion:

The Swedish retail giant continues to deliver on its commitment to making fashion more functional, practical by embracing new technology. In partnership with fashion specialist Lablaco, H&M is testing a rental service in one of its stores in Berlin, Germany. This service is completely based on blockchain technology, making it possible for customers to track the journey of each individual product.

What does blockchain -- the ultra-secure technology that allows data to be stored and transferred in a decentralized network -- have in common with sustainable fashion? The answer is transparency with customers.

Until the end of this year, customers at H&M's Mitte Garten store in Berlin will be able to rent - or to be more precise, pre-order and pay for - one of 12 items from the collection in a trial of the service for just one dollar. one click. The customer can then keep the product for a period of 5 days to 3 weeks, before returning it. The item will be checked and cleaned before being transferred to the next tenant. All information regarding subsequent rentals is stored by Lablaco on the blockchain through the SPIN fashion platform.

In practice, the store's customers can scan the care tags of rented clothes with a smartphone to see the rental history, or the different journeys made by the items. The whole process offers total transparency about the clothes in the collection, with each item's history being recorded on blockchain. Customers will also be able to add information to the blockchain themselves by uploading, for example, memories and looks for each piece.

For the moment, the rental service is only being offered at this Berlin store, and until the end of the year. However, it could be extended to some of the brand's other stores. This is not H&M's first attempt at innovation in its drive for responsible fashion. In October 2020, the Swedish giant introduced Looop, billed as "the world's first in-store recycling system," nestled in its Stockholm store. Looop offers customers the opportunity to transform their used clothes into brand-new items, without water or dye, right in the store.


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