+ OUR fashion rental community
Let's get something straight.
LOANHOOD isn’t a flimsy, greenwashing initiative by a fashion giant designed to distract you while they continue to produce more and more clothing. This is you and this is us joining forces to change the way fashion is done from the ground up. Starting with the clothes already in our wardrobes, we are changing the face of fashion.
We want to fix fashion, but let’s face it we still want our fashion fix and we still want to have fun.
And if that all sounds a bit heavy, don’t worry, it’s ok to be in it for the ‘renting party gear at a fraction of the price’ thing. Or the ‘here for the side hustle thing’ we’re all good with accidental fashion activists.
LOANHOOD is its community
LOANHOOD is collectively reducing fashion consumption
LOANHOOD is prolonging the lifespan of clothing by championing creativity and style over newness
LOANHOOD is reducing the environmental impact of clothing by collectively increasing the number of times garments are worn
LOANHOOD is reducing the cost per wear of garments by enabling you to get a return on your investment through rental
We are the LOANHOOD founders Jade McSorely and Lucy Hall. We were neckdeep into our fashion careers when we independently had our “ah fuck I can’t work in this exploitative, destructive industry anymore but I also kind of love fashion and also what else am I going to do with my life” moment in around 2018. But finding new jobs in “sustainable fashion” back then was barely a thing, so we were going to have to create the business we wanted to work in.
Jade was studying for her MA in Fashion Futures at LCF and one night in the pub she used empty glasses and wild hand gestures to demonstrate system change (the way people usually explain the offside rule). She had an idea and that idea was LOANHOOD, a digital platform where people would access each other's wardrobes. By styling and restyling the clothes already out there we could wean ourselves off of our addiction to buying new, cheap fashion – week in, week out and maybe even reverse the race to the bottom. Lucy was sold on the idea immediately.