Gucci For Rent? Southeast Asia’s Largest Circular Fashion Platform Style Theory Lands In Hong Kong

Style Theory, the Singapore-headquartered circular fashion platform, has just entered Hong Kong. Starting this month, Hong Kong residents can lease, sell and purchase designer garments and accessories from the platform’s curated selection of over 2,000 brands without the substantial cost and waste associated with linear fashion consumption. 

Founded in 2016 by Raena Lim and Chris Halim, Singapore-based Style Theory is a startup tackling buy-and-throwaway fashion culture with its circular fashion platform, which offers users the options to rent, buy and resell designer clothing and accessories. Since its launch, the platform has expanded to Indonesia, attracting US$15 million in its latest Series B funding round, and has become the biggest circular fashion in the Southeast Asian region with over 280,000 registered users. 

Now, for the first time, the platform is entering the Hong Kong market. From this month onwards, residents in Hong Kong can browse through the platform’s authenticated selection of items from over 2,000 luxury brands and lease out their favourite pieces with rental subscriptions starting from HK$899 (US$116) per month. 

The platform will provide free delivery and returns within 2-3 working days. Once returned after the rental period, each product is expertly cleaned, sanitised and professionally maintained. Select bags are also available for sale on the platform’s app for users looking to make a permanent wardrobe addition. 

Hong Kong was a natural fit in our regional growth plans to lead the circular fashion revolution in Southeast Asia. Being trend-orientated and conscious about wasteful consumption, ownership and space, and utility, Hong Kongers can be more empowered to access fashion without the guilt of trying new styles or worrying about storage and maintenance.

Raena Lim, Co-Founder of Style Theory

With some of the most coveted labels in fashion available on the platform, including Hermès, Celine, Loewe and Chanel, Style Theory says its solution gives users the flexibility to experiment with high-end fashion pieces without breaking the bank or adding to the industry’s environmental footprint.  

“Hong Kong was a natural fit in our regional growth plans to lead the circular fashion revolution in Southeast Asia,” said Lim, co-founder of Style Theory. “Being trend-orientated and conscious about wasteful consumption, ownership and space, and utility, Hong Kongers can be more empowered to access fashion without the guilt of trying new styles or worrying about storage and maintenance.” 

As consumers begin to couple their fashion consumption habits with its environmental impact , especially as the fashion industry at large has come under increasing scrutiny over its enormous carbon emissions and waste footprint, rental has become one of the most popular choices. 

Over the past few years, platforms such as Rebag have experienced surging sales, prompting even the biggest mainstream labels to hop on the rental trend, including H&M’s flagship store in Stockholm and its sister brand COS in mainland China. Most recently, beloved jean brand Levi’s launched a collaboration with Ganni to offer customers an upcycled capsule collection available only for rent. 

All images courtesy of Style Theory.