Inside Retail: Southeast Asian online subscription-based designer fashion rental service Style Theory is opening its first permanent retail store on October 18 at 313@Somerset.
The 1500sqft store is an effort to make sustainable living more accessible by bringing the fashion rental experience to the physical space, encouraging more consumers to embrace renting and kick over-consumption habits. It opens as the conversation around the textile-product industry and fast fashion’s negative environmental impacts now gains momentum.
The new store will help first-time subscribers get more out of their subscription, providing more than 300 apparel pieces and 30 designer bags in a location where customers can see, touch, try and immediately rent products – including casual everyday pieces, formal business outfits or occasion and weekend wear, as well as classic, trendy, and seasonal bags.
The space will also serve as a collection and return point, reducing processing time between each box as subscribers can enjoy new outfits and bags right away, or choose their next selection on the app immediately upon return.
New subscribers can take advantage of complimentary 60-minute personal styling sessions, where professionally-trained image consultants will share bespoke advice and recommendations based on body type and preference.
The store also features an immersive life-sized art installation – The Infinite Wardrobe – designed in collaboration with Laura Francois, a prominent social impact strategist and sustainability advocate. The three-metres-tall installation, created entirely with retired clothing from Style Theory, represents a future where the dream of having an infinite wardrobe turns into reality through sharing clothing items that are made to last.
Text: Michael Arnold / Inside Retail