–Anne Elizabeth Whiting
…when we see items being borrowed multiple times we know that someone made the conscious decision to NOT buy something new.
Tulerie founders Violet Gross & Diana Giese
Courtesy of Tulerie
NKM/Anne: What inspired you to start Tulerie?
Tulerie Founders: Tulerie came from a very personal place. Violet was pregnant and in major nesting mode. She started eliminating toxic products from around her house and was suddenly hyper-aware of how unhealthy our lifestyles really are. It was easy to blame plastics for wastes and pesticides for soil, but after digging deeper, she learned that clothes and how we consume them was a huge part of the problem. Violet knew then that things had to change.
How does Tulerie differentiate itself from Rent the Runway and peer-to-peer rental platforms? What makes it a better choice for consumers?
Tulerie focuses on investing in your closet and focusing on the long term. Our members understand that good quality typically comes with a price. But that quality is going to make an item last far longer than a fast fashion purchase and therefore reduces overall spend and the number of pieces they’re buying. These pieces are meant to withstand dozens of wears and those are the pieces that Tulerie members list and promote. We think fewer but better is less damaging.
Do you believe rental models genuinely help reduce fashion consumption?
Yes, I do believe it helps to reduce consumption. Thanks to social media, people do not want to wear the same thing twice, especially to an event. It’s far too easy for people to order something new or walk into a fast fashion retailer and buy something inexpensive for that one wear. But when we see items being borrowed multiple times we know that someone made the conscious decision to NOT buy something new. We like to say that we are redefining what ‘new’ means. It no longer has to be new with tags, it simply has to be new to you.
What advice do you have for customers navigating tricky sizing when renting for events, especially since returns aren’t an option?
We do offer a 24 hour fit return but we realize there is still a risk. We encourage borrowers to speak with the owners of the items via the messaging feature in the app, share typical sizes, any helpful measurements and ask all the questions. Many of our members have built their own communities within Tulerie that they continuously borrow and lend between because they know they are the same size.
Can you share a fun or particularly memorable rental story from a Tulerie member?
We get TONS of brides on Tulerie since there are so many events pre and post wedding day. We had one bride come on and select 4 different Zimmermann dresses that were all alike in some way. She knew the sizes of her bridesmaids and asked them to borrow and wear those dresses. It was amazing as it helped the bridesmaids all save so much money on their dresses which we all know can be insanely expensive.
Why focus on luxury fashion specifically?
We focus on luxury because it is made for quality. It can be worn and washed repeatedly without experiencing the same damage as a fast fashion piece would. It also encourages our members to buy less but buy better. Our Lenders quickly learn that their choices impact their returns on these items.
What role does sustainability play in Tulerie’s mission? How do you personally approach sustainable and ethical fashion?
Sustainability has been at our core since the beginning. We have never provided packaging and have always encouraged members to ship in boxes they receive from all their other purchases, Amazon, Target, TRR, etc.
We also believe that well made clothes last longer and you can get more use out of them, reducing the need to replace items as frequently.
I list my clothes the day I buy them. I want them to be in the community as long as possible, getting as much use as possible. I also will always look for items to borrow before purchasing new.
Where do you see Tulerie in three years? Any big goals or upcoming developments?
Tulerie just launched our biggest update since we started. We no longer require an interview to join the community. We are so excited to be able to welcome new members more easily and expand to a greater audience. In these next three years we’re hoping to become a more vital part of consumers’ options when looking for their next fabulous look.
Tulerie founders Violet Gross & Diana Giese
Courtesy of Tulerie
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