Two Newcastle-founded clothing companies have joined forces in a bid to make fashionable skiwear more accessible.
Well known fashion rental provider Hirestreet has partnered with recently-launched Sloobie to offer skiers the chance to hire the brand's outfits, which are designed to bridge the gap between functionality and style. The move comes only months after Sloobie's launch by its 21-year-old founder, Renee Fraser-Shepherd, a business studies student at Northumbria University.
The young entrepreneur, who has received mentorship from Julie Blackie, CEO of successful North East online retailer Pink Boutique, set out to change the skiwear market which she found to be awash with "frumpy" designs in "tacky colours". Sloobie's 'shapewear' outfits have been pitched at skiers who enjoy time on the slopes as well as the lifestyle aspect of skiing, including apres ski activities.
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Ms Fraser-Shepherd said: "We’re excited to partner with Hirestreet to offer female skiers the access to skiwear that they otherwise may not have been able to afford. Through this partnership female skiers will now be able to rent high quality, shaping and stylish skiwear for their trip” something that was otherwise, hard to access unless you had the means."
Sloobie's products have already found customers in the US and Norway, and a pop-up in Fenwick's flagship Newcastle store, where Ms Fraser-Shepherd worked, has introduced the brand to shoppers. It is now hoped the firm can take on big name rivals such as Sweaty Betty.
Isabella West, CEO of Hirestreet, said: "We are thrilled to introduce Sloobie Skiwear to our 2.5 million users. As a female founded start-up from the North East, we are excited to champion a business that we share so much in common with. Skiwear rental has been extremely popular on the Hirestreet platform, we have no doubt that our customers will love Sloobie’s innovative and stylish designs that expand our Skiwear offering."
Hirestreet has grown rapidly since its inception five years ago - chalking up a series of partnerships with well known retailers, most recently Warehouse. The concept is intended to combat "fast fashion" and gives customers the chance to rent outfits that they may otherwise buy, wear once and discard. Having launched with only a few dresses the firm now distributes thousands of outfits each week and has found success with a white label platform - Zoa Rental - that counts M&S, River Island and Decathlon amongst its customers.
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