HIGHER offers new way to access high-end designer fashion

25 : 05 : 2017 Fashion : Luxury : Retail

London – Subscription to the service allows consumers to borrow up to three items at a time.

HIGHER, London HIGHER, London
HIGHER, London HIGHER, London
HIGHER, London HIGHER, London
HIGHER, London HIGHER, London

A subscription to HIGHER allows consumers to swap garments as often as they want, and provides access to archive pieces from designers such as Comme des Garçons, Maison Martin Margiela and Vivienne Westwood.

‘We provide access rather than ownership, which enables customers to be more experimental as they don’t have to commit to the items they choose,’ Sara Arnold, founder of HIGHER, tells LS:N Global. ‘Our real aim is to change patterns and understanding of consumption for fashion lovers.’

By allowing consumers to borrow rather than purchase the garments, the model is founded on sustainability. ‘My concern for sustainability meant that I couldn’t find a reason to justify creating clothes,’ Arnold continues. ‘I saw the circular economy, or more specifically the performance economy, as a solution.’

Now in beta phase development, HIGHER is set to be launched later this year.

The Big Picture

  • As consumers increasingly invest in the idea of access over ownership, brands are stepping in to accommodate them
  • For more on how brands are developing products designed to have multiple owners, see our Post-ownership Products microtrend
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