This new renting option comes as part of their 7 Rules Initiative aimed at creating a sustainable approach to shopping, which includes Refresh, Repair, Reuse, Rent, Regive, Remake, Recycle. Speaking on the matter, Executive Vice President of Global Sustainability & CSR at Gant Jessica Cederberg Wodmar states “It’s a great way to expand your wardrobe and explore the GANT collection – all whilst supporting circularity.”

The United States East Coast brand will make this initiative available in several locations including London, Paris, Madrid, Berlin and Munich in select stores, open now until January 31 2023. No matter the occasion, customers will be able to get their hands on special items which can also be purchased after the renting period, giving the opportunity to truly test out a piece of clothing before making the final purchase.