How HURR Became The Go-To Place To Create The Perfect Vacation Wardrobe


Launched at Christmas in 2018, HURR offers high-end fashion to those preferring to rent than buy. A website and app (HURR also has a permanent space inside Selfridges in London), its millennial co-founder and CEO Victoria Prew was sick of the linear and disposable structures taken for granted by the fashion industry. Offering a mix of peer-to-peer rentals, alongside stock available directly from exclusive brand partners, HURR is a win-win for everyone involved—with those who lend expecting to make back the cost of an item after just a few rentals. Add to that, today travel is booming on the platform. And with HURR’s curated content for ski and sun vacations, users can assemble their ideal (and sustainable) travel wardrobes with ease.

What’s the story behind the name, HURR? It’s derived from “Huur,” which means “Rent” in Afrikaans. My co-founder [Matthew Geleta] is South African!
How did you come up with the idea? I’ve always been fascinated by the idea of reinventing ownership and the sharing economy—why can’t we access amazing things for shorter periods of time? As a millennial myself I’ve witnessed the monumental rise of sharing platforms, such as Uber and Airbnb—as consumers, we rent our cars, we rent our houses—so my “lightbulb” moment came when I considered our wardrobes, why can’t we rent those too?

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