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Introducing the winner of November's Smarter Future Programme

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  • Introducing the winner of November's Smarter Future Programme

    The winner of November’s Smarter Future Programme has introduced a solution to the environmental unsustainability of fast fashion. Hirestreet is the UK’s first high street focused fashion rental platform. The company rents outfits to customers for around 15% of the retail price, in order to extend the lifetimeof the outfit and reduceits environmental impact, which is reduced by 44% each time the outfit is re-worn.By appealing to customers on the financial unsustainability of wearing clothes only a handful of times, Hirestreet is contributing to the shift in attitudes towards consumption and reducing the environmental impact of fast fashion.

    Isabella West, founder and CEO of Hirestreet, was inspired to set-up Hirestreet when she became aware of the financial pressures of disposable fashion. She was unable to find an accessible high street hiring service, with existing hire services focused on more expensive designer clothing, and therefore identified a gap in the market. As the winner of November’s Smarter Future Award, Isabella received a five-thousand-pound award to support the development of Hirestreet.

    Have you got a solution to reduce the environmental impact of consumption? See if you are eligible to apply to our Smarter Future Programme here:
    https://www.shell-livewire.org/award...ture-programme
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