Fast fashion may satisfy a desire for frequent new lines, but the ethical cost is too steep for some. Offering a more sustainable alternative, Higher Studio allows fashionistas to rent out brand new high fashion items, helping them meet style expectations while staying true to their values.

As online shopping continues to drive the closure of brick-and-mortar retailers, companies are having to innovate to stay relevant. In a bid to capitalize on the growing popularity of eco-fashion, Bloomingdale’s has launched a subscription rental service for eco-savvy and digital-first shoppers.

Eco-conscious philosophies are leading people to not only ask for changes to companies’ offerings, but to their approaches too, demanding a rejection of linear economies in favour of a circular model. Whether it’s buying shoes made from recycled waste or giving old goods a new purpose, people are looking for products to be endlessly recycled, without decreasing in quality.

Retailers’ sustainability initiatives show that shoppers don’t just want cheap, fast fashion – ethical and eco-savvy values are important too. But are visibly mended sweaters and ‘sneaker cleaning’ services just an updated version of the ‘It bag’, or are people ready to adopt low-impact lifestyles?