June 18, 2020 4.22 pm This story is over 40 months old

Lincoln entrepreneur launches fashion subscription service

‘The Devout’ will cost £79 per month and include designer brands available to rent

A Lincoln entrepreneur has started a new fashion rental subscription service.

The Devout, founded by Lincoln resident Steve Bryant, has a warehouse in Witham St. Hughs where it will store clothes.

It will cost £79 per month and is the UK’s first monthly clothing subscription service for both men and women.

Modelling an outfit at The Electric Bar in Lincoln.

Clothes from designer and vintage brands will be available to customers, with a five item limit for the monthly price.

At the end of each month, the five items chosen will be swapped for brand new ones.

A look at The Devout’s delivery boxes.

Once clothes cannot be rented any longer, they will be put in an outlet store for sale, with unsold items going to the company’s charity partner, Shelter.

Steve Bryant, 29, founder of The Devout, said: “We know people have the best of intentions when it comes to making more sustainable fashion choices, but at the same time, people love fashion and dressing up, especially when it makes you feel and look good.

Wearing one of the designer brands at Lincoln’s Curiosity Shop.

“To help prevent mountains of waste clothing from building up here in the UK or being exported abroad, the answer is simple: buy less.

“Rental is a great alternative. A fashion rental subscription enables people to enjoy clothes but without the guilt, and it also enables them to make more of their wardrobe by trying out new looks on a regular basis.”

You can check out The Devout website here.