Tommy Hilfiger Launches Unisex Collection for Rent on Rotaro

Tommy Hilfiger is joining forces with Rotaro, one of the U.K.'s leading rental platforms for a six-month pilot program that will allow users to rent a range of the brand's most coveted pieces.

The partnership will provide renters with the opportunity to wear a range of unisex pieces from the TommyXRomeo collection alongside a selection of denim from Tommy Jeans and archive Hilfiger pieces. Hoping to encourage more people to consume fashion through rental, the partnership builds on both brands' continued efforts to create a more sustainable future.

"We know and believe that the future of fashion is circular, and our partnership with Rotaro is another meaningful step in exploring circular business models," says Esther Verburg, EVP of Sustainable Business and Innovation at Tommy Hilfiger Global in a press release. "We are excited to challenge the status quo and offer our customers a new opportunity to enjoy classic American cool style, in a way other than buying new," she adds.

During the six-month period, Rotaro users will have access to three signature Hilfiger drops each rolling out in different phases. Kicking off the partnership is "Pop Color," a drop that aims to align with the classic British summertime. It features 17 pieces from the Tommy Jeans Pop Drop capsule alongside signature Tommy Jeans denim and 11 styles from the TommyXRomeo collection.

"At Rotaro, we're proud to partner with Tommy Hilfiger to launch their first ever gender-inclusive rental collection from their iconic TOMMY JEANS collection," adds Georgie Hyatt, Co-Founder and CEO of Rotaro. "We are committed to working directly with our brands to enable them to access their circular economy customers and we pride ourselves on our leading technology, innovative campaigns and engaged community. We're thrilled to support Tommy Hilfiger on their rental and resale journey, helping them take accountability for the full lifecycle of their garments."

The launch of the rental collection is followed by Rotaro's "Swipe Right On Unlimited Style" campaign which aims to encourage more consumers to break up with fast fashion and instead pivot to fashion rental as a means for experimenting with their personal style. The collaboration also expands on Hilfiger's existing "Tommy For Life" initiative which enables consumers to experience circular fashion through resale, rework and trade-in.

The Tommy x Rotaro collection will be available for rental from July 27.