TOMMY HILFIGER teams up with ROTARO for a fashion rental partnership
We are excited to welcome on board one of the world’s most recognisable brands. Building on their commitment to style, sustainability and inclusivity, TOMMY HILFIGER has officially joined the ROTARO club to expand into the UK rental market.
As a brand known for leading the way in fashion, it is no surprise rental is high on their agenda, as they continue to take big steps on their sustainable journey.
The partnership includes three signature drops, devised exclusively with our community in mind. The first drop, which is available to rent now, is all about fun and focuses on a vibrant ‘Pop Colour’ theme ideal for summer. Including bright colour drop tops, cycling shorts and bowling shirts, these pieces are great for festivals, weekends away, and of course, the great outdoors.
The drop also includes the sold-out and highly sought-after pieces from the TommyXRomeo collection, released in Fall 2021 with Brooklyn-based designer Romeo Hunte. The capsule builds on the company’s People’s Place Programme, a three-pillared platform on a mission to advance underrepresented voices in fashion and beyond. The offering includes the much-desired biker jacket and trench coat.
It wouldn’t be a TOMMY HILFIGER partnership without some denim, would it? Browse the collection to discover our selection of gender-inclusive pieces from TOMMY JEANS. This includes dungarees, dresses and jackets, ideal for summer in the city or weekends away, dressed up or dressed down.
What opportunities do you see for the brand when taking a circular and seasonless approach? How is this reflected in the partnership with ROTARO?
Since our customers are at the heart of everything we do, when shaping our circular business strategy it was crucial to first understand what they look for when it comes to rental. When we inquired, we learned that Gen-Z and Millennial rental customers are not driven by seasons or fashion trends, but instead, struggle to find enough space for their ever-growing wardrobes, and are already on the way to rethinking the concept of ownership. This doesn’t mean that they don’t want to dress well or wear a statement-making outfit though! Especially in post-pandemic times, even the smallest occasions are a reason for dressing up. Therefore, rental brings value to our customers in two unique ways – a chance to dress for specific occasions and an opportunity to experiment with style – both without the commitment of buying new.
What have you enjoyed most about working with the ROTARO team on this rental collection?
The creativity and energy coming from the ROTARO team has been incredible. We’ve felt their support every step of the way, from their input on the collection curation to the unexpected and fun ideas they brought to the table when it came to launching our partnership. It’s been so refreshing to work with a young yet experienced team that took us out of our normal way of thinking and challenge the way we’ve been working.
With the Tommy Hilfiger X Romeo Hunte collection as well as the archival pieces, the offering is noticeably bold and versatile. How does this serve your circularity goals?
Our partnership with ROTARO aims to target Gen-Z audiences which in turn helps us understand how they are evolving and experimenting with their individual style. We believe both the TommyXRomeo collection and our archive pieces allow ROTARO’s community the chance to play and explore, while we’re able to learn what works and resonates with these specific customers.
We’re confident that the future of fashion is circular, however, it is new to us so we must continue to test and validate different models to find our path to scale. This partnership is another meaningful step in exploring and learning about circular business models.
At Tommy Hilfiger, you’ve implemented the People’s Place program to increase BIPOC representation in the fashion and creative industries. How has diversity in the workplace influenced the direction of the brand and your consumer base?
Our goal is to be a brand that Wastes Nothing and Welcomes All – and this starts in a workplace where everyone has the opportunity to maximise their potential. Tommy’s first store was called People’s Place. It brought together people from all backgrounds to share exciting pop culture experiences, exchange ideas and challenge social norms – these values continue to be a priority for us and we’re committed to continuing representing this wide range of diversity. You can see our progress in our collections, for example, the Adaptive range and our collaboration with Romeo Hunte, all the way to our campaigns and shows featuring inclusive casts that represent and celebrate our consumers’ diverse communities.
What do you hope new and existing consumers learn about Tommy through renting these select pieces with ROTARO? And how does this collection inspire your own wardrobe?
I hope this range excites both new and existing Tommy fans! It’s a unique chance to both learn more about us and our goals surrounding circularity, as well as to play with intertwining our pieces into their already existing wardrobe. And for those already familiar with us, it’s a way to try out styles they might’ve had their eye on, through the ease of rental.
The archival pieces in particular are super exciting to me. I continuously try to evolve my wardrobe in ways other than buying new – and this collection is a perfect way to experiment with new fashion and adjust my style to different occasions. To me, the value of rental is that it allows us all to access a wide variety of pieces without needing to own them.
What are you hoping to achieve with this partnership and what do you think is the future of rental fashion?
We’re hoping to achieve two things. One, this partnership offers us the opportunity to learn from ROTARO’s youthful community and gather insights into how new customers engage with our brand, as well as explore which parts of our collections and styles appeal to rental customers. And two, as I’ve mentioned, the rental business is new to us. We’re looking forward to discovering more about how ROTARO’s circular approach is minimising the operational impact of their business.
I strongly believe that the concept of ownership is changing and that more customers will perceive fashion as something you temporarily own – you can already see this elsewhere, like in the automotive industry. I think similar trends are evolving in fashion and I believe the future of fashion will be defined by business models that allow for rental.
What’s next for the sustainability goals at Tommy Hilfiger?
Tommy Hilfiger has set ambitious targets, aiming to be fully circular by 2030. In order to achieve this, we’re looking at every part of our business. We will continue to test circular business models to ensure we keep products in use for longer, but also look at getting products and materials back at the end of their lifecycle. Once the results of rental look promising, we envision expanding the number of rental collections we offer while simultaneously optimising our internal operations so we can scale them in the future. Our targets continue to drive us forward and just like the launch of this partnership, it’s exciting to see them become a reality!