Fast fashion is not only an environmental issue, but also an ethical and economic concern. People are now starting to realise the true price of throwaway culture and are looking at more sustainable options.
While living in a cost-of-living crisis we’ve all become more aware of what we spend our hard-earned money on. Occasion wear is something that we all splurge on and most likely wear once or at most a handful of times. This is not only hurtful to the environment, but also to our bank accounts.
Thankfully Irish businesses have seen a gap in the market and have provided us with formal wear renting schemes.
Jacinta Brady, owner of LadyJ designer dress hire in Co Longford tells Irish Country Living about her business.
The idea behind the business
Hailing from a dairy farm and growing up with six sisters, Jacinta hated seeing dresses sit in the wardrobe never to be worn again. “No matter how good my intentions were to rewear the dress, when it came to the next occasion, you want something new again and it just seemed like such a waste. With online shopping and the fast fashion industry, it’s never been more accessible,” Jacinta explains.
There are figures out there saying that a quarter of the clothes that we own haven’t been worn in a year. “If we’re really being honest with ourselves, there’s a lot more clothes sitting in our wardrobes that perhaps we probably haven’t worn at all,” Jacinta states
Jacinta wanted to cut the cost of expensive dresses that people might only wear once. “You’re spending €300-€500, if not more, on a dress. We’re just getting one or two uses out of the dresses. Hence the creation of my LadyJ designer dress hire,” she says.
Sustainable Fashion
Jacinta stocks a range of designer dresses with brands such as Rebecca Vallance, Rixo, Kevin Jan and more. Rental costs range from €80- €120. Customers can keep the dresses up to four days and dry cleaning is also included in the price.
“You can rent a high-quality piece that might have been inaccessible or unaffordable,” explains Jacinta. “For an occasion you have something new at a fraction of the cost, while also eliminating waste.”
Customers can arrange to try on a dress at the studio in Longford or dresses can be shipped around Ireland and Northern Ireland to try on as long as postage and packaging are paid. Dresses can also be sent abroad; pay a deposit upfront and it will be refunded once dresses are returned.
At the moment LadyJ cater to sizes 8-14 as they are most popular. They have plans to stock sizes 16+ in future.
When asked about her favourite piece, Jacinta replies that it is like picking her favourite child. However, she loves the Australian designer, Rebecca Vallance.
“Her dresses are really timeless and sophisticated, they’re very good quality. I love the shape that they give to people, the structured tailoring that she uses. It’s her trademark,” she tells us.
Benefits of the business
As well as the buzz of running her business, Jacinta is happy to be contributing to a more circular economy.
“Sustainable fashion has given life to the rental industry, never mind my own business. If 50 people rent a dress versus buying a dress, it’s a no brainer at the amount of waste that you’re avoiding,” she concludes.
@ladyj_designer_dress_hire • Instagram photos and videos
Established by Rachel Hennessy in 2021, Happy Days is a dress rental company in Dublin. They stock a wide range of sizes 4-26 as well as catering for maternity dresses. Same day delivery is available in Dublin and next day delivery is available around Ireland.
Open seven days a week with no appointment necessary, at Happy Days you can find a number of desired designer brands including Selkie, Rixo, Self-Portrait and Aje at affordable rental prices starting from €60. Happy Days stocks 450 +dresses and have just launched their new season of dresses for spring summer 2023. As part of their restock, preworn designer dresses are available to buy now at a fraction of the price. Peelo clutches are also available to rent for €30 to go with the dresses. Vouchers can be bought as gifts ranging from €10- €1,000.
Happy Days, Fashion Rental In Ireland (happy-days.ie)
Hire By Sandra is an online fashion rental store bringing Australian designs to Ireland for a fraction of the price, while also giving clothing a longer life span.
Sandra started this small business due to her love of fashion and after moving home from Sydney after 12 years, where she rented amazing designer pieces for events.
“How often do we purchase a dress and never wear again, now you don’t have to. Hiring is super easy, and dresses can be posted, collected or dropped straight to your door. I also offer styling so if you need any advice be sure to contact,” she says.
Prices start at £40-£85 and a try on service is offered straight to your door for €15. Stocking sizes 8-12, the business is based in the Cavan/Derry area while also shipping across Ireland and the UK.
Home SFQ Designer Boutique (hirebysandra.com)
Based in Headford in Co Galway, Gemma McDonagh started her clothing rental business in 2019 once her family were independent.
Prices for dress rental start at €65-€85 with sizes ranging from 8 to 14. Postage is paid separately She initially stocked popular brands like Rixo, Olivia Rubin, Sister Jane and Ted Baker with a few Spanish labels that weren’t stocked in any Irish boutiques. “I found that the Spanish labels were more appealing to my client base, so the bulk of my rentals now are Spanish labels,” Gemma states.
Gemma also stocks dresses that are suitable for breastfeeding, as well as catering for petite sizes.
She offers an in person try on service or postal service. Try ons are free with the client covering the cost of delivery for postage. Rentals are usually for four days but can be longer if required.
Gemma has also studied evening courses in fashion and dress making at Galway GTI.
“I love little more than sourcing fabrics, designing and assisting in the making of some unique pieces. I work closely with a local seamstress who assists me in bringing my designs to life,” she explains.