Could Nuuly help slow overconsumption?

As the weather begins to cool off and the summer breeze is still present in the air, taking walks around Athens has been one of my favorite things to do. In a city with so much to look at, I feel like I see something new every time I go. After the first few walks, I started to see the same packages on the front stoops of dorm buildings and houses. After doing a bit of research, I found Nuuly.

Nuuly is defined as a clothing rental company where you pay a monthly amount of money (around $100) to rent clothes from different brands like Free People, Anthropologie and other miscellaneous boutique brands, according to the company’s website. Looking at it at face value, it seems like a good in-between from thrifting clothes at a local Goodwill and buying them new. With Nuuly being talked about more and more: could it become the solution to overconsumption, especially in college towns like Athens?

Overconsumption has been a global issue for the last few decades, but has truly taken off in the textile and fashion industries as a result of drop-shipping and fast fashion brands. According to overconsumption.org, 80% of textiles will end up in landfills within the year. Problems with waste are specifically prevalent in Athens and other college towns, as students make up a sector of their temporary population throughout the year. In college towns, events like gamedays, parties and other events make finding last-minute outfits difficult. Although the concept of clothing renting is not necessarily a new idea, it gives new life to clothes that would otherwise end up unworn or in landfills.

Nuuly has only been around since 2019, but has gained more popularity as it offers an inexpensive way to get clothes for certain events. Nuuly’s on-trend clothing inventory helps slow the production of new garments, but is able to stay relevant because of its constant updating of inventory. In a world where trend cycles run a majority of the fashion industry, Nuuly helps slow down the level of consumption, while also keeping purchases intentional instead of impulsive. Since you can only rent a few items for a month at a time, it causes users to think about what they are renting and the events the clothes can be used in. As clothes cycle through Nuuly nationally, many girls also create Instagram pages at the local level to rent and sell clothes. On these Instagram pages, girls post photos of their dresses, skirts and other garments for people to rent. These two renting methods combined help slow the demand to buy all new outfits for events and can support the local economy.

I am all for this renting business to continue. Throughout the years I have researched and read a lot about fast fashion and the rapid trend-cycles the industry is experiencing. Poshmark, Depop and estate sales have all been ways I have used to slow the trends and try out new clothes and styles based on my interests. Nuuly and renting offers a similar experience, but one that is less pressure than the no-return policy that these places do. I say all of this about Nuuly without ever renting myself, but it is a subgroup under sustainable fashion that needs more attention. So next time you need a dress or a fun blouse for a one-time event, maybe look into renting!

Editor: Sydney Annis

Graphic: Sanjana Karanth