A UK peer-to-peer wardrobe rental platform, founded in 2018, where people can rent designer and high-street clothes from each other or from partner brands.
HURR is an online platform for renting clothes instead of buying them. Members can list pieces from their own wardrobes for others to rent, or borrow outfits for a wedding, party or holiday. It describes itself as the UK's leading wardrobe rental platform, and a magazine called it the "Airbnb of fashion". Rather than think of itself as a fashion label, its founder says HURR is a technology company: it uses ID verification, AI personal styling and peer reviews so that people feel safe lending and borrowing from strangers. It also works with retailers, and has partnerships with John Lewis, Net-a-Porter and Selfridges and more than 130 premium brands, according to a 2026 report.
HURR was founded in 2018 by Victoria Prew, who was inspired by sharing-economy services such as Airbnb and Uber and believed fashion would be the next industry to change. She talks about a generation that wants access to things without owning them. In her words, the aim is "making HURR look and feel just like e-commerce, but without the cost to the planet of purchasing new clothes". The idea is that extending the life of a garment is one of the best ways to reduce a wardrobe's environmental impact, which the company presents as a view of its founder rather than a measured result.
HURR is a UK business and has appeared in the UK retail world through a rental space in Selfridges and the first fashion rental pop-up in the UK, but none of the pages we read gave an office address. A 2020 founder interview was part of a Knight Frank series on London start-ups, which suggests a London base, though it does not say so. A 2026 news report says Ms Prew has stepped back from day-to-day running of the company. Lauren Roberts is now chief executive; she joined in 2021 as chief operating officer and previously worked at Selfridges Group and the Boston Consulting Group.
On culture, Ms Prew has said in interviews that she values work-life balance and treats running a company as a marathon rather than a sprint. She also talks about the value of connecting with other founders and describes an "incredible team" that believes in the vision. HURR describes its community of members as forward-thinking women. These are the founder's own descriptions. We did not find a published team size or any independent view of working there.
A rental marketplace needs many different skills. Technology teams build and look after the website and app, and the identity checks and styling tools. Operations teams handle cleaning, delivery and returns. Brand partnership and retail staff work with companies such as department stores, while marketing, community and customer care teams look after members. Students who like fashion but also like data, logistics or technology can find a place in a business like this. The company's own website is the place to see what is open.
Website: hurrcollective.com
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