Hurr Collective Donates Profits to Australian Bushfires

UK-based Hurr Collective’s main goal as a business is to reduce the waste caused by fast fashion through a rental scheme, where customers can borrow a limited number of mid-range and luxury clothing items and accessories as part of a monthly subscription.

As a company that champions sustainability through clothing rental as an alternative to buying, its support of the climate change-induced bushfires marks Hurr Collective as a brand that practices what it preaches. Donating not just a percentage of, but the entirety of their profits over a week-long period further validates its devotion to sustainability, not just as a gimmick, but as the core way to run its business. The fashion rental market is still a niche one, but one which is rapidly growing, and Hurr’s stance on climate change and sustainability will no doubt help it stand out in a specialised but expanding market.

In an industry where taking a political stance and making a statement is no longer enough, brands need to back up their beliefs with meaningful actions in order to seem authentic to a customer base that increasingly demands transparency and honesty. Consumers are more perceptive than ever to ingenuine brand alignments and the inauthentic support of social causes, so brands would be smart to think carefully about the types of causes they truly wish to support, and then go about helping those causes in a tangible and effective way.

For more on brands that lead social causes, see Brands as Change Leaders. For more on fashion rental as a sustainable alternative, see our most recent Sustainability Round-Up.