Fashion

GANNI Launches Sustainable Rental Service "GANNI Repeat"

The Danish brand takes a step in the right direction.

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1,670 Hypes

GANNI has announced it will be launching a clothing and accessories rental service. The Danish label took to Instagram to share details on the new sustainable initiative which will be titled GANNI Repeat. The post shared: “We’re on a mission to become circular and increase the lifecycle of our clothes where ever we can. Rethink the way you refresh your wardrobe, rent on repeat.”

Currently, the company has a live website where Danish shoppers can actually rent the label’s coveted clothing and leather goods for one to three weeks. Additionally, customers are able to borrow their favorite items on repeat or purchase them if they’d like, according to ELLE UK. Notably, GANNI will also be carbon compensating the C02 emissions generated from rental deliveries.

This business model is a bit similar to Rent The Runway‘s separate plans for fashion lovers, available in numerous major cities in the United States. The American-based start-up was founded by Jennifer Hyman and Jennifer Fleiss in 2009.

According to GANNI’s Instagram post, the rental service will be available in other international regions in the future. Head over to the official GANNI Repeat website to begin renting new pieces and accessories from the brand.

While you’re here, take a look at the news surrounding Reformation’s sustainable Fall Ref Jeans release.

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