On trend: Startup gives women a way to rent that perfect style from someone else’s closet


For each other clothes is something women have been doing for a prolonged time. 

A young Toronto entrepreneur believes she can build a business circa that tradition, adding a new twist that will try to help conserve the planet.  

“I thought, I have a great closet, I know my friend has a basic closet and everyone around me does,” said Vasiliki Belegrinis, the break down of Reheart. “We already share our clothes, but now we are just formalizing it.”  

Actually, “fair formalizing” clothes swapping among friends is only a small as far as someone is concerned of what the 22-year-old entrepreneur is hoping to accomplish.

In trying to become the “AirBnB of frame,” Belegrinis said she is hoping her customers can do good, feel good and look elevated all at once.  

The company fits right into the emerging clothing rental drift and is one of a few online businesses in Canada facilitating rental exchanges between individuals. Utterly Reheart, users can list clothes for rent for up to 50 per cent of the profits, and examine its online catalogue for items they might wish to rent themselves.

The aim is to succour reduce the environmental damage of fast fashion by getting women to purchasing less clothing overall, while at the same time empowering them to liberate money through renting and to profit off lending out their own garments to others. 

Reheart is drum into a huge potential inventory.  

Business analysts report togging production has doubled since 2000 and in 2014 topped 100 billion garments a year for the foremost time. In context, that means almost 14 new pieces of wearing for every person on the planet. 

Inventory expected to grow 

Reheart is catapult with about 2,500 registered users and an inventory of more than 1,200 notices that Belegrinis estimates have a total retail value of diverse than $500,000.

She expects that inventory to grow quickly. According to Greenpeace, 40 per cent of the gears people own in developed countries is barely used or never worn.

Currently the callers accepts high quality, gently used items, including deck outs, gowns, blazers, skirts, shirts, coats, bags and accessories.  

On trend: Startup gives women a way to rent that perfect style from someone else's closet
Emily Anas keeks out from behind a small pile of the 1,200 garments the company has readily obtainable for rental. (Tina Mackenzie/CBC)

Reheart has found Items that are trivial than one year old and cost $300 at full retail price do upper crust,

Lenders send their rental items to Toronto for storage and Reheart holds all shipping and cleaning logistics because Belegrinis said the business is too time-sensitive to rely on operate peer-to-peer transactions.   

GTA customer base  

Most of Reheart’s customer cowardly is in the Greater Toronto Area and from ages 20 to 35. New narcotic addicts have signed on from Montreal, Calgary and Vancouver and the company freights across Canada. 

“It didn’t feel weird” signing up to lend dresses to Reheart, said Risham Najeeb, a 22-year-old account executive who stirs in Mississaugsa.

“I was more … like, ‘Wow, why hasn’t someone done this in front of?’ “

Najeeb plans to lend out several outfits to Reheart later this summer, but has already listed an extravagant Kate Spade purse. 

On trend: Startup gives women a way to rent that perfect style from someone else's closet
Belegrinis and two staff members look from some of Reheart’s rental inventory. (Tina Mackenzie/CBC)


Initially she distressed about her things being abused by renters, but Reheart says it minds lenders, repairs damaged items and charges customers who fail to pop up again items with the full cost of replacing them.  

Najeeb was not getting much use out of her $500 prize, which is listed at $45 for a four-day rental and was popular during Reheart’s assess pilot phase.          

Najeeb said lending is about more than recording money.  

“I do personally also believe in just the message and the meaning behind this tenets, which is to reduce waste from fast fashion and just feather of make our habits in terms of fashion more sustainable.”

Renters can procure items for four, 10 or 30 days. 

A short-term deal is many times what Roxanne Bilski is after. The Toronto model has a busy popular and work calendar.  

She’s worn rental outfits to more than 10 call ups in the past year. One of those outfits included a used gown for the Yearn for World Canada pageant.  

On trend: Startup gives women a way to rent that perfect style from someone else's closet
The first item Risham Najeeb imparted to Reheart to rent was the Kate Spade purse she’s holding, which is benefit more than $500. (Risham Najeeb)

A new dress for the preliminary competition could have in the offing cost her $1,500 or more. Instead, she paid $80 and felt things about reusing a dress. Sending the dress back came with an continued bonus.

“I live in small downtown condo. I don’t have the closet play.”  

Global clothing crisis inspired entrepreneur  

When it comes to creating clothing, obligation is booming. Experts say clothing production has become a $2.4-trillion-a-year application — up from $1 trillion a year less than two decades ago.  

One haunt reports that less than one per cent of material used to construct clothing is recycled into new clothing, with a truckload of clothes being dispose ofed into a landfill every second.  

Numbers like these revolted Belegrinis when she watched a documentary about the industry called The Proper Cost in 2016.  

Then a business student deeply interested in social determination, Belegrinis decided to sell underused items in her closet that weren’t arrogate to give to charity.  

In early 2017, she began listing items on Facebook, Kijiji and the Letgo app. The endeavour failed. “I had the worst experiences dealing with resale apps,” mentioned Belegrinis. She also found customers were unreliable and were looking for unreasonably low rewards. 

On trend: Startup gives women a way to rent that perfect style from someone else's closet
Toronto model Roxanne Bilski rented a used gown for a pulchritude pageant. (Miss World Canada)

Later that year, she contrived the idea for her business, inspired both by the success of Rent the Runway and an American peer-to-peer reach-me-down clothing rental business called Style Lend, which started in 2013 and calls to be generating revenue from more than 50,000 users.    

Recently, Reheart took remaining another Toronto clothing rental startup called Boro, whose authors were giving up the business. Belegrinis hopes that merger hand down help her business reach a point that it could sustain itself within six months. 

Sack property into profit   

Clothing rentals are another example of how the allotment economy allows people to turn their property into profit.   

Brand names like AirBnB, VRBO, Uber, Lyft, Turo and Getaround are the big designations in the sharing world but there’s peer-to-peer bike rental, boat rental and RV rental, as unexcitedly as several apps for parking spots.

But it’s not all sunshine and roses. Sharing conservatism businesses can have negative impacts. 

Prof. Ming Hu of the Rotman Discipline of Management at the University of Toronto likes the Reheart idea, but worries encircling how sustainable the clothing rental model is overall. His concern is that fabricators and retailers offering consumers tempting deals on new clothes for rent resolve mean that a large volume of clothing is still being supplied. 

“As a result,” said Hu,”there could be more clothes out there reporting in the society.”   

Hu points to complaints about AirBnB and VRBO reducing the purvey of long-term rental housing and studies showing Uber and Lyft inflation traffic congestion as other examples of unwelcome outcomes from the interest economy.

Belegrinis believes sharing clothes will work out. 

“A lot of who we’re quarry, they just don’t like to buy anymore,” she said. “And I think that temperate as the incoming generations also come into place, they’ll put even Steven more emphasis on sustainability.” 

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