Hire That Look is a new approach to e-commerce, rejecting conventional consumerism in favour of a new, more economical way of enjoying luxury attire at low costs. Through their website, luxury dress rental means that shoppers can rent high end, luxury dresses for between four and eight days, affording a more accessible and environmentally friendly way for women to enjoy the thrill of luxury goods.
Birthing such an innovative brand and new culture of fashion sharing that fits so naturally into the modern day, environmentally conscious and ‘wear once’ fashion attitudes, we were keen to talk to Alanniah and Mark Joyce, founders of Hire That Look.
What was your main motivation for starting your business?
We could see that the sharing economy is on the incline in every other industry from Music to homes in the UK- so why not clothes? It just makes sense, especially when we live in an Instagram fuelled world where women don’t want to wear the same thing twice Our mission at Hire That Look is to give women the keys to a dream wardrobe without the nightmare price tag. Our love of luxury combined with a frustration no doubt shared by many women – investing in expensive pieces for special occasions which are then never worn again.
Over and above dressing dilemmas and wardrobe clutter, we’ve also addressed environmental impact that clothing waste has, which according to WRAP (Waste and Resources Action Programme) is the 4th largest contributor after housing, transport and food. In 2050 the clothing industry is set to consume a quarter of the global carbon supply (The Nation Article). We need to start recognising these problems and achieve a more earth friendly environment through services such as Hire that look so that the rate of hyper consumption is reduced to its minimum potential whilst people are still able to enjoy new fashion styles and trends. By creating Hire That Look we are freezing the bottomless expenditure and attacking the issues of decline in labour, cheap prices and most importantly our environment.
Why a dress hire company, rather than a more traditional online shop?
We’re really trying to encourage the use clothes sharing model. As a society, we need to identify ways of slowing the breakneck speed of clothes production down to a pace that can support our ecosystem rather than destroying it. We built Hire That Look not only as a luxury dress rental experience by also because it addresses and provides a tangible solution to the effect that clothing waste has on the environment. The sharing economy has long been seen to alleviate societal problems such as lowering the cost of economic coordination within communities and ultimately reducing issues such as hyperconsumption and pollution.
How do you feel that the order online, dress rental experience compares to the physical shop experience?
Our online website is specifically designed to be seamless and elegant from first browse to final zip. We spent so much time designing this and we constantly go through rounds of user testing to make sure it’s the best it can be. We’ve united the best in fashion and technology to create a user experience that feels as personal as it does aesthetic; and online designer dressing up box where you’ll feel as looked after as in any shop.
Who selects dresses for the collection, and what is the process of choosing?
We’ve just launched in January 2018, so we’ll be adding to our collection all the time, we’re always on the hunt for the most exciting up and coming designers and each dress is meticulously chosen by ourselves. We try to strike a balance between classic pieces and pieces that are very on trend.
Do you have a best-selling dress?
Our Marchesa Notte collection does very well, I think this is because it is so special and you just couldn’t get anything like it on the highstreet.
What does being a Manchester brand mean to you?
We are both Northern and have spent so much of our working life in Manchester. We have watched it grow into such a fashion and digital hub over the last few years, so we couldn’t think of anywhere else that we’d like our business to grow from.
Head over to www.hirethatlook.com to check out how you can be fabulous, frugal and environmentally friendly for your next event.