5 January, 2024
Fashion
By Corséa
What's the story behind starting your dress hire business? Was there a 'lightbulb' moment for you girls?
We are a female trio, who share a profound love for quality fashion. The idea for our dress hire business was conceived during a casual yet pivotal moment in our living room. As we were planning and sourcing outfits for various upcoming events, our shared passion for avoiding fast fashion, given its ethical and environmental implications, became a central topic of discussion. Informed about the detrimental effects of fast fashion, we recognised the inherent challenges of accessing slow fashion due to its higher costs. This realisation sparked a collective enthusiasm for making a positive impact on both ethical practices and environmental sustainability within the fashion industry.
Understanding the transformative influence clothing can have on a woman's self-perception and performance in personal and professional spheres, we set out to redefine the way clothing is consumed and celebrated. Our goal was to democratise good-quality fashion, making it accessible to all women, regardless of their budget. We firmly believe that every woman deserves the opportunity to explore her desired aesthetic and feel empowered by her fashion choices in daily life.
With these principles in mind, we embarked on the journey to create a dynamic wardrobe solution that is ever-evolving, economically viable, and environmentally sustainable. Our dress hire business is a testament to our commitment to providing women with the freedom to embrace and enjoy fashion without compromising on ethical values or environmental responsibility.
I'm curious about your eco-friendly practices. Can you share what you're doing to keep things green?
At High St. Hire, maintaining an eco-friendly approach is at the core of our operations. We are dedicated to minimising our environmental impact through various initiatives:
Curated Selection: We carefully curate our collection, prioritising garments made from sustainable and eco-friendly materials. This not only reduces the environmental footprint but also promotes awareness about responsible fashion choices among our clientele.
Quality Over Quantity: By focusing on providing high-quality garments, we encourage a mindset of longevity and durability. This approach discourages the disposable nature of fast fashion and contributes to a more sustainable fashion culture.
Circular Fashion Model: Our dress hire model itself is inherently eco-friendly. By allowing customers to rent outfits for special occasions, we promote the concept of circular fashion. This minimises the need for constant production of new clothing items and reduces the overall demand on resources.
Local and Ethical Sourcing: We prioritise sourcing from local designers and manufacturers who adhere to ethical and sustainable practices. This not only supports the local economy but also ensures that our supply chain aligns with our commitment to eco-friendliness.
Zero-Waste Packaging: We have implemented zero-waste packaging practices, using recyclable and biodegradable materials.
Continuous Repairs: To further extend the lifespan of our garments, we have employed a skilled seamstress, who continuously repairs and maintains our dresses; reducing the need for replacement.
How do you keep prices friendly?
By maintaining hire fees that are a fraction of retail prices and offering a wide price range, we aim to democratise fashion, making it inclusive and accessible to individuals with varying budgets. To further accommodate our customers, we do not charge a bond fee, in addition to the hire fee. We remain committed to offering a broad spectrum of pricing; allowing us to accommodate various budgets while still aligning with individual style preferences.
What's been the biggest learning curve for you in starting and running this business?
One of the most significant learning curves in starting and running our dress hire business has been understanding the dynamic nature of fashion trends and customer preferences and balancing the desire for a diverse and extensive collection with financial prudence. Navigating the right balance between regularly assessing the popularity of different items and retiring outdated pieces and introducing new additions to keep the collection fresh, is vital in ensuring the sustainability and growth of the business.
What's the most challenging aspect of running a dress hire service?
Preserving the condition of our pieces has proven to be one of the most challenging aspects of running a dress hire business. While we do our best to offer our customers the freedom to enjoy high-quality fashion, the inevitable wear and tear, and occasional damages present ongoing challenges that require careful management. To address this challenge, we've implemented several strategies which include a thorough quality control and inspection process and a quality repair service to maintain and upkeep our pieces. Despite the challenges, preserving the condition of our pieces remains a top priority and is essential for delivering a consistently high-quality and satisfying experience to our customers.
What’s the most popular piece up for hire right now?
Currently, the most in-demand rental is Persephone Black Strapless Corset dress by House of CB.
So how do you keep up with the latest trends?
In our pursuit of staying current with the latest trends, we have adopted a buying approach aimed at revolutionising the way clothing is consumed and embraced. We are committed to shifting consumer shopping habits from a reliance on fleeting trends to a focus on purchasing quality items that transcend fashion fads. By promoting the idea that timeless and well-crafted pieces have a longer lifespan, we hope to encourage a shift in perspective. Our curated collection reflects this, offering customers an array of high-quality, enduring garments that align with personal style preferences while promoting a sustainable and conscious approach to fashion consumption. We, of course, recognise that the fashion landscape is ever-changing, and being flexible and adaptable is crucial. We keep attuned to customer feedback, industry trends, and emerging styles, while consciously considering responsible fashion choices.
What first got you interested in fashion and sustainability? Any childhood memories or early influences?
Alissar, one of the founders of our dress hire business, is a remarkable fashion designer whose creativity has been a driving force since her childhood. Influenced by her love for quality garments and the artistry behind well-crafted pieces, Alissar's passion for fashion became a collective enthusiasm for us all. As siblings, we have fond memories of Alissar leading us into vintage markets and second-hand stores, an experience that left a lasting impression on both of us. The stories, uniqueness, and history embedded in pre-loved garments during these outings fostered in us an understanding of the environmental impact of fashion choices and ignited a shared curiosity about the lifecycle of clothing.
Alissar would regularly share insights about influential figures in the fashion industry who advocate for sustainability, revealing the transformative power of ethical practices and eco-friendly materials. These insights inspired a shared commitment to aligning our interest in fashion with a dedication to reducing its ecological footprint. By weaving together personal experiences, a commitment to ongoing education, and steadfast support for ethical practices in the fashion industry, we, as sisters, have cultivated a genuine and shared passion for both fashion and sustainability. This approach not only enriches our business ethos but also serves as a testament to the power of shared values in creating positive change within the fashion landscape.
What’s your favourite part of running a dress hire business?
Our favourite aspect of running a dress hire business extends beyond fashion itself; it's the joy of fostering a strong and supportive female community. Building connections with our customers is a source of immense pride, and we've cultivated a community where women uplift and inspire each other. One of the highlights is sharing authentic images of our customers on our social media page, capturing real moments and diverse styles. The heartening feedback from other women, who may identify with the showcased styles and body types, creates a sense of camaraderie. Witnessing this exchange of positivity reinforces our commitment to providing not just a dress hire service but a platform for women to connect, celebrate each other's uniqueness, and collectively embrace the empowerment that comes from fashion choices. It's these moments of community-building and shared empowerment that make running our business truly fulfilling.
If you could give one piece of advice to your younger selves, what would it be?