Rent, Resell, Repeat: The Future of Fashion is Circular

4 mins

Rosie Gunn, founder of the popular UK and UAE rental and resale platform Endless, shares her journey and top tips for keeping your wardrobe in pristine condition

In a world where fashion trends change faster than the seasons, our closets are overflowing, yet our planet is paying the price. The fashion industry is responsible for around 10 per cent of total global emissions, that’s more than all international flights and maritime shipping combined. Yet, many people still buy clothes they wear once – if at all – before tossing them aside.

The fashion industry has conditioned us to chase trends, buy more than we need, and treat clothes as disposable. But a new movement is disrupting this cycle: ‘access over ownership.’ Instead of buying clothes to wear and discard, more people are embracing renting and sharing, giving garments a longer life and reducing waste.

The shift toward valuing access over ownership is not just a fleeting trend; it’s a response to the growing awareness of fashion’s environmental toll. According to industry reports, the global second-hand and rental apparel market is expected to grow three times faster than the broader fashion industry by 2028.

Endless – Circular Fashion

Endless, a UAE-based sustainable fashion platform, is helping to make Access Over Ownership effortless for UAE residents. With a handpicked selection of high-end pieces for rent or resale, its easier than ever to keep your wardrobe fresh while reducing waste.

Endless is the vision of Rosie Gunn, who believes luxury and eco-consciousness can go hand in hand. ‘I want people to see sustainability as more than just a buzzword, it’s a lifestyle choice that’s not only achievable but is redefining fashion,’ she says.

Endless offers a selection of high-end pieces for rent or resale,

‘I wanted to create a platform that would enable women to wear good quality brands and designers at an affordable price, by being able to rent them,’ she adds. ‘This didn’t exist in the UK at the time. I was excited to create something new that was not only an alternative to fast-fashion but was also fun, and something I knew women like me would really want.’

The platform’s success speaks for itself: Endless achieved a staggering 660 per cent year-over-year growth in 2024, a testament to the demand for stylish, sustainable alternatives to fast fashion. With a beautifully curated collection of designer pieces available for rent and resale, Endless is helping women in the UK and UAE move away from a buy-and-dispose culture.

‘Our ethos is, if you’re going to wear something once or twice, rent it – if you’re going to wear something endlessly – buy it (pre-loved!) -‘ Rose says. ‘And our mission is now to make shopping circular everyone’s first choice when it comes to shopping fashion! 

So, whether you’re after a show-stopping gown for a big event or timeless staples for everyday wear, you can embrace style without the overstuffed closet – or the guilt.

Here are Rosie’s Top 5 Tips To Care for Your Clothes

Wash Less, Wear More

Overwashing can cause fabric fibers to break down faster. Spot-clean small stains and air out your clothes instead of tossing them in the wash after every wear.

Cold Water is King

Washing in cold water (30°C or below) helps prevent colors from fading and fabrics from shrinking while saving energy. Bonus: It’s better for the planet too!

Keep the Packaging

Keeping the original packaging for luxury goods maintains their value, enhances authenticity, and makes resale more attractive to buyers.

Store Smart

Fold heavy knits to avoid stretching, hang delicate items on padded hangers, and keep moth-prone fabrics (like wool and cashmere) in breathable garment bags.

Choose Gentle Detergents

Harsh chemicals can degrade fabrics and irritate skin. Opt for eco-friendly, pH-balanced detergents to keep your clothes looking and feeling fresh.

To learn more about Endless, visit the website here

Rosie Gunn portrait shot
Rosie Gunn is the founder of Endless
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