Woodbridge entrepreneurs' startup aims to disrupt fast fashion industry

yorkregion.com
June 27, 2017
By Adam Martin-Robbins

A pair of Vaughan-raised entrepreneurs are aiming to upend the fast fashion industry, which encourages consumers to purchase cheap clothing, wear it once and discard it.

Natalie Festa and Chris Cundari recently launched Boro - a firm that enables women to generate income by lending out their clothing and accessories while providing those looking for something to wear to a wedding, or a less formal event, a chance to rent rather than buy.

“(We’re) trying to change the unconscious patterns of the way people consume fashion,” Festa, 27, said.

So how does it work?

Go to the website, boroclothing.ca, and peruse the selection of dresses, jumpsuits, rompers, jewelry, handbags and other items on offer.

Choose what you want to borrow and for how long - four days or 10 days - then place your order.

The items are hand delivered to your door and Boro takes care of dry cleaning as well as all the liabilities, Cundari explained.

Rental costs vary, but you typically pay between 8 per cent and 13 per cent of the retail value. So a $1,000 jacket would rent for about $100, Cundari said.

To “maintain quality standards,” lenders must apply to have their garments and accessories accepted.

They get 50 per cent of the gross revenue from any rentals and Boro keeps the other 50 per cent.