The term "circular economy" has become increasingly common in conversations about sustainability, but its counterpart—the linear economy—is less frequently discussed. Understanding the difference between these two models is essential to grasp why the transition to a circular economy is happening and how it benefits both the environment and consumers.
The linear economy follows a "take-make-dispose" model, where resources are extracted, products are manufactured, and after a short period of use, they are discarded as waste. As the Earth’s resources dwindle and waste management becomes a growing issue, the need to keep products in continuous use has become urgent. This is where the circular economy comes into play, promoting the reuse, recycling, and sharing of products to minimize waste and conserve resources. By keeping items in circulation, the circular model saves resources, reduces costs, conserves space, and lessens environmental impact.
Renting: A Key Player in the Circular Economy
One way to achieve continuous product use is through renting. While most people are familiar with renting houses or vehicles, this concept can be extended to other areas as well. Items we use in daily life can generally be divided into two categories: those needed regularly and those required occasionally. Regularly used items—such as everyday clothing or kitchen utensils—are typically utilized to their full potential. However, the opportunity for a circular economy lies in the items used infrequently, such as special occasion clothing, tools, and event-specific items.
This article focuses on clothing rentals, exploring their environmental benefits, challenges, and the role they play in promoting sustainable fashion.
The Fashion Industry’s Environmental Crisis
The environmental impact of the fashion industry is staggering. Of the 100 billion garments produced annually, 92 million tonnes end up in landfills—equivalent to a garbage truck full of clothes being discarded every second. Additionally, the industry consumes 98 million tonnes of non-renewable resources each year, with only 12% of materials being recycled. It also contributes up to 10% of global carbon emissions. Research also indicates that new clothes are typically worn fewer than seven times on average.
The Hidden Cost of Special Occasion Wear
Occasion wear, such as wedding dresses and designer outfits, exemplifies wastefulness even more. For example, the production of silk wedding dresses consumes vast amounts of water:
- A ballroom gown requiring 8-10 yards of fabric can use up to 26,420 gallons of water.
- A mermaid gown needing 4-6 yards consumes up to 15,850 gallons.
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A tea-length dress requiring 3 yards uses almost 8,000 gallons.
These figures highlight how special occasion wear places an enormous strain on natural resources, despite its limited use.
The Rental Solution
Renting clothes instead of buying new ones offers significant environmental benefits:
1. 24% reduction in water usage.
2. 6% reduction in energy consumption.
3. 3% reduction in carbon emissions.
By participating in clothing rentals, consumers can reduce their carbon footprint while still enjoying access to high-quality, stylish garments.
The Indian Market and Available Solutions
A limited survey conducted in Mumbai revealed that 24% of people use their clothes for two years or less, while only 19% keep their clothes for more than four years. Surprisingly, only 8% have tried renting or thrifting clothes.
Despite this, several companies such as Kuro, Rent an Attire, Date the Ramp, Flyrobe are now pioneering the rental market in India, particularly for bridal and occasion wear:
These platforms provide an economical and sustainable way to access luxury fashion without long-term commitment.
Challenges in the Rental Model
While rental fashion offers environmental benefits, it also presents some challenges:
- Increased transportation emissions due to multiple deliveries.
- Plastic waste from packaging materials.
- Dry cleaning's environmental impact, as it often involves toxic chemicals.
Another obstacle is the pricing disparity between buying and renting. Rental costs currently range from one-quarter to one-fifth of the retail price among existing clothing rental providers. However, as the industry continues to expand, these pricing differences are expected to even out over time.
Best Practices for Sustainable Fashion
A sustainable wardrobe involves building a collection of high-quality, versatile pieces that are worn frequently, supplemented with rented items for special occasions or trend-driven pieces.
Here’s how you can make smarter rental choices:
- Focus on renting occasion wear and event-specific clothing.
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Rent from local providers to reduce transportation-related emissions.
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Use peer-to-peer sharing platforms to maximize the existing clothing pool, such as community garage sales or declutter groups.
Conscious Consumption
Being a conscious consumer involves taking simple steps to reduce environmental impact.
- Maximize the use of your existing clothes by committing to wearing each piece at least 30 times.
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Use rental services to satisfy the desire for variety without making permanent purchases.
By making thoughtful decisions, consumers can support sustainable fashion and help combat the waste generated by the fashion industry.
Conclusion
The path to sustainable fashion doesn’t require a complete shift from ownership to renting. Instead, it’s about finding the right balance. By renting for special occasions and owning versatile, high-quality pieces, consumers can enjoy the best of both worlds—fashion and sustainability.
With concerted efforts from consumers, businesses, and governments, renting clothes can become an integral part of a sustainable future. By keeping items in circulation and promoting resource conservation, the fashion industry can significantly reduce its environmental footprint while continuing to offer innovation and style.
With inputs from Jasnoor Dhingra, Nahar International School, who did her internship with Smaller Footprint and carried out primary research on consumer clothing patterns and renting industry.
