Hirestreet rents wetsuits after teaming up with innovative surf brand Finisterre

'It’s expensive to get started if you don’t own a wetsuit - our collaboration with Finisterre is helping to reduce that barrier,' says Hirestreet CEO Isabella West

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North East fashion rental firm Hirestreet is tapping into the soaring popularity of watersports by working with a South West firm to rent out wetsuits.

The company has struck up a partnership with Finisterre, a Cornwall-based surf brand which makes sustainable wetsuits, helping more people to get into the water by renting its products without having to pay a fortune. The deal was made after founder Isabella West was introduced to Finisterre founder Tom Kay through an investor – and within days of offering suits-for-hire, demand has led to the company adding more stock, with new colours on the way.

Finisterre is using Hirestreet’s white label Zoa platform to rent out suits, charging a daily rental fee of 2.5% of the total recommended retail price of the wetsuit. Delivery of the wetsuit to the customer is free and comes with a prepaid label for returns. Finisterre also offers a money-back guarantee for any item returned unworn, to make the rent-use-return process even simpler.

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In all, there will be 44 items available for rent across the country this summer, with rental starting at £16, and a more winter-ready men’s and women’s wetsuit will be added to the range in the autumn.

Isabella West, CEO of Hirestreet, said: “Activities like wildswimming have dramatically increased in the UK in recent years - communities of advocates cite its ability to reduce stress and improve mood. However, it’s expensive to get started if you don’t already own a wetsuit, our collaboration with Finisterre is helping to reduce that barrier. With our Zoa technology, we typically find that 70% of people who are hiring items are new-to-file for the brand - we are a tool to promote access, to try new things - and if you love the experience there is the option to purchase your wetsuit at the end of your rental.

“The recent Finisterre launch has been so successful that we have already had to re-stock units and add to the colour range - at Zoa we believe this is just the start - consumers now have the ability to experiment and try different forms of consumption and the world of outdoor activities is an area we are really excited by.”

Finisterre hopes more people will also learn about its suits, which are made from a clean alternative to neoprene called Yulex, to “chip away” at the surf industry’s long-standing reliance on traditional petroleum-based wetsuits.

Its trademarked Yulex Pure is made using natural rubber from plantations certified by the Forest Stewardship Council, which is combined with recycled spandex and recycled polyester to create what it describes as one of the most sustainable wetsuits on the market.

Tom Kay, founder of Finisterre, said: “We’ve seen the success of rental schemes across the clothing industry. Replicating this for our wetsuits will not only allow our customers to try before they buy, and show off the strength, performance, and durability of this naturally derived material, but will help us shift the industry towards an environmentally and socially responsible cleaner alternative to neoprene.”

Meanwhile, Hirestreet’s own rental website has expanded after partnering with Schuh. Hirestreet, which is seeing a record summer for occasion wear rental, leading to a 300% increase in site traffic year on year, has seven core shoe styles available, with rental prices start from £5 for a five-day rental.

Ms West added: “At Hirestreet, we are always looking for ways to expand our offering to meet our customers’ needs. As our audience becomes more comfortable with rental, they are looking at how they utilise its power beyond just their dress or core item and create a complete rental look. We are thrilled to be partnering with schuh on our first shoe collection; giving our renters the opportunity to access complimentary footwear to their outfit at amazing value.”