Danish clothing brand, Ganni, has partnered with Hurr, a London-based rental platform. The Hurr agreement is the latest step in Ganni's circularity mission. Ganni Repeat, a service for its own community to buy and sell old Ganni pieces, was just introduced by the company.

The partnership with Hurr, which administers rentals and also offers a peer-to-peer platform, aims to broaden the Danish brand's appeal and expand its presence in the United Kingdom. The brand has three boutiques in London and sells through Matchesfashion and Mytheresa, among others.

Ganni has 23 pieces from their spring 2022 collection available on Hurr in sizes up to a UK 24. The Ganni Girls influencers gave advice on how to wear the pieces to promote the collection.

Ganni’s founder Nicolaj Reffstrup said that responsibility is a precondition for doing business in the future. Because our community takes a superfluid approach to fashion, they're providing them with a variety of options for renting, returning, reselling, wearing, and owning Ganni.

He added that the company is committed to making the process so easy that you won't even notice you made the responsible decision. They’ve got you covered with resale, take-back programs, rentals, and repairs. The brand's efforts will only have a genuine impact if they grow, and he encouraged customers to test out the service and stay using it.

Victoria Prew, founder and CEO of Hurr, said that they're tremendous fans of Ganni, which is one of the most forward-thinking cult fashion labels right now. To bring their rental dreams to reality and extend the lifespan of this latest collection is a huge milestone.

Lauren Roberts, chief operating officer at Hurr, said the partnership will give Ganni access to a new generation of customers, and the UK's largest rental community, while also extending the longevity of both current season collections and past-archive favorites. They also work closely with all of their brands to provide client feedback on the size, fit, and durability, which their partners appreciate. An engine that drives insights to the wider business, tracking real-time data on what's trending organically amongst renters and lenders.

Ganni, Roberts added that formalizing the agreement with the brand directly was a no-brainer. Ganni has been one of Hurr's top five peer-to-peer brands since the beginning. The agreement will allow them to provide even more options to their Hurr community, including a wider range of styles and sizes, as well as greater accessibility for all.

Hurr has been using the $5.4 million it just raised to expand its market share, improve the technology of its white-label SaaS offering, and expand its team.