BERLIN, Oct 23 — The Swedish retail giant is continuing its commitment to making fashion more responsible by leveraging new technologies. In partnership with the circular fashion specialist Lablaco, H&M is trying out a rental service in one of its Berlin stores.
What does blockchain — the ultra-secure technology that allows data to be stored and transferred in a decentralised network — have in common with sustainable fashion? At first glance, nothing. Until the end of the year, customers at H&M’s Mitte Garten store in Berlin can rent — or, more precisely, reserve and pay for — one of the 12 pieces from the collection proposed for this trial in just one click.
So far, so unoriginal, you might think, since that’s the way most of the clothing rental services work... Except that here, all the information relating to these successive rentals is stored on blockchain via SPIN by Lablaco.In practice, the store’s customers can scan the care tags of rented clothes with a smartphone to see the rental history, or the different journeys made by the items.
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