I’m intrigued by the reaction to the HURR x Deliveroo deal and the positioning that it’s sustainable fashion that’s faster than fast fashion. From a consumer point of view it’s a very cool service if you aren’t organised and feel like you don’t have anything to wear. From a sustainability point of view it is getting a single item of clothing delivered to you on a moped in central London which is not exactly efficient behaviour. I can see why this is a cool campaign and a huge coup for HURR, but it’s also encouraging disorganised and “unmindful” fashion consumption and you can see in this case that the business growth and headlines are prioritised over sustainability which I find disappointing. Particularly because HURR positions themselves as a sustainable company and they haven’t addressed the elephant in the room here. I would have been more impressed if this press release already addressed this and said, for example, we’re offsetting the pollution in some way. But I applaud them on a great campaign and a cool idea for a growing rental platform.
Likewise, I love what Vestiare Collective is trying to do with their influencer campaign, and I don’t mind that they are calling out fast fashion brands they won’t list. However, I think there’s a risk that it backfires because some of the snarky social content could make consumers feel like their behaviour is being criticised rather than feeling educated about their future behaviour and that’s a quick way to turn people off the message. I hope it’s an effective campaign though and I am glad someone is testing this approach.
1000%! I always say, 'In order to break the rules, you have to understand the rules.' Fast fashion has nailed consumer psychology—convenience, immediacy, and impulse—and that’s why they’re so successful. For sustainable brands to compete, they either need to counter those tactics directly or use them in ways that align with their values—but that’s such a fine line to walk.
We’ve created a society where people expect fashion to be fast, accessible, and convenient. Balancing growth with true sustainability feels like solving an impossible puzzle. How do you tap into consumer behavior and meet those expectations without going against your values?
Even harder: How do you shift those expectations toward more thoughtful consumption? That’s the piece I feel is missing. A campaign like this could’ve been an opportunity to explore how immediacy and mindfulness can work together—or maybe they can’t.
As for Vestiaire Collective, I’m a big fan of their work to educate and inspire change, but tone is everything when it comes to influencing behavior. I saw some Instagram posts that used the word 'shame' in connection with fast fashion, and honestly, it didn’t sit right with me. Fast fashion is such an emotionally charged topic, and messaging that feels too critical can easily trigger defensiveness.
Empowering and encouraging consumers always works better than making them feel judged. That said, I applaud both brands for testing bold ideas—it’s through trial and error that we figure out what works, what resonates, and how to break the rules from within.
I’m intrigued by the reaction to the HURR x Deliveroo deal and the positioning that it’s sustainable fashion that’s faster than fast fashion. From a consumer point of view it’s a very cool service if you aren’t organised and feel like you don’t have anything to wear. From a sustainability point of view it is getting a single item of clothing delivered to you on a moped in central London which is not exactly efficient behaviour. I can see why this is a cool campaign and a huge coup for HURR, but it’s also encouraging disorganised and “unmindful” fashion consumption and you can see in this case that the business growth and headlines are prioritised over sustainability which I find disappointing. Particularly because HURR positions themselves as a sustainable company and they haven’t addressed the elephant in the room here. I would have been more impressed if this press release already addressed this and said, for example, we’re offsetting the pollution in some way. But I applaud them on a great campaign and a cool idea for a growing rental platform.
Likewise, I love what Vestiare Collective is trying to do with their influencer campaign, and I don’t mind that they are calling out fast fashion brands they won’t list. However, I think there’s a risk that it backfires because some of the snarky social content could make consumers feel like their behaviour is being criticised rather than feeling educated about their future behaviour and that’s a quick way to turn people off the message. I hope it’s an effective campaign though and I am glad someone is testing this approach.
1000%! I always say, 'In order to break the rules, you have to understand the rules.' Fast fashion has nailed consumer psychology—convenience, immediacy, and impulse—and that’s why they’re so successful. For sustainable brands to compete, they either need to counter those tactics directly or use them in ways that align with their values—but that’s such a fine line to walk.
We’ve created a society where people expect fashion to be fast, accessible, and convenient. Balancing growth with true sustainability feels like solving an impossible puzzle. How do you tap into consumer behavior and meet those expectations without going against your values?
Even harder: How do you shift those expectations toward more thoughtful consumption? That’s the piece I feel is missing. A campaign like this could’ve been an opportunity to explore how immediacy and mindfulness can work together—or maybe they can’t.
As for Vestiaire Collective, I’m a big fan of their work to educate and inspire change, but tone is everything when it comes to influencing behavior. I saw some Instagram posts that used the word 'shame' in connection with fast fashion, and honestly, it didn’t sit right with me. Fast fashion is such an emotionally charged topic, and messaging that feels too critical can easily trigger defensiveness.
Empowering and encouraging consumers always works better than making them feel judged. That said, I applaud both brands for testing bold ideas—it’s through trial and error that we figure out what works, what resonates, and how to break the rules from within.
💬 What’s your take on this week’s news? Share your thoughts in the comments below, and we might feature your response in next week’s newsletter!