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Rainey's Closet: Fashion rental for kids

Last updated: Aug 24, 2021

Summary

Based in Florida, USA, Rainey’s Closet provides clothing and accessories for children. For special occasions such as birthday, flower girl outfits or photo shoots, instead of buying a dress never to be used again, the company offers a wide variety of options on rent thus avoiding overconsumption and wastage of such outfits.

Problem

Occasion specific clothing e.g. for weddings or parties are used for a couple of wears only to remain unworn for the rest of the life cycle before they are given away. While users might want to dress a certain way for specific occasions, this leads to significant waste generation. Thousands of tonnes of waste is reported to be generated on a single day of Halloween from clothing sold by retailers. Parents often like dressing their kids fancifully on similar occasions, which can be done in a more circular way by renting out these clothes instead of buying them for few uses.

Solution

Rainey’s Closet was established by the founder Erica Richards after she was struggling with coordinating her family's outfit for an annual family photo session. The inconvenience, cost and unnecessary addition to their wardrobes triggered the creation of the company. Rainey's Closet is an online platform for rentals from various retailers for occasion specific items specifically for kids such as dresses, gowns, accessories, props and even maternity wear. Renting is available for 5 or 10 days.