Online fashion disrupter Hirestreet has announced one of its biggest deals to date – a link-up with online giant Asos.

Based in Newcastle city centre, Hirestreet was launched in 2018 by award-winning entrepreneur Isabella West who wanted to create a sustainable response to fast and throwaway fashion. Hirestreet allows customers to rent outfits for holidays and special occasions, rather than buy clothes they may only wear a few times before throwing them away.

Ms West started the business by renting a handful of her own dresses, but the Haylofts-based company now rents out thousands of outfits on a weekly basis, while also teaming up with major retailers through its white label platform Zoa Rental, including the likes of M&S, French Connection, River Island, Oasis, Nobody’s Child, Lipsy and Decathlon.

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Now Asos, the online fashion giant for 20-somethings, has launched its first ever rental edit in partnership with Hirestreet. Available from today, the collection includes over 180 styles focused on women’s occasionwear dressing.

The clothing has been selected from Asos’ brands Asos Design, Asos Edition and Asos Luxe, and features wedding-guest outfits, bridal looks and bridesmaid dresses and includes curve, petite and tall sizing options. With recommended retail prices ranging up to £275, individual items can be hired for four, 10 and 30-day periods. Prices start from £20, and customers can also take advantage of Hirestreet’s two-for-£35 offer.

Isabella West, CEO and founder of Hirestreet
Isabella West, CEO and founder of Hirestreet

Ms West, CEO of Hirestreet and former North East Young Business Person of the Year, said: “In the UK in 2023, the average cost of attending a friend’s wedding is over £500. That’s why “wedding guest” is our most popular occasion category at this time of the year. We’ve loved working with the team at Asos to curate this collection, and we strongly believe this will be our most popular brand collaboration to date.”

Jag Weatherley, corporate transformation director at Asos, said: “Our customers love our wedding and occasionwear ranges designed for special events. We’re delighted our new partnership with Hirestreet enables even more people to enjoy Asos’s unique fashion-led styles. Clothing rental is a growing market offering exciting commercial potential while supporting our goal to be more circular.”