Here at The C Word, we strive to embrace, encourage and explore the success and ongoing ventures of women of all stages in life. 

The muse of this piece is a young woman and the business she created: HURR Collective, the UK’s first peer-to-peer clothing rental platform.  

Tori Prew is a friend of mine, and the success of her business, despite its youth, is down to her drive and determination. Which, when partnered with her amazing idea, have created this new tech program. HURR promotes sustainability in the retail world – something I am passionate about - and an issue we all know needs more attention. 

She and I studied together and embarked upon the same career in property, before she decided to take this exciting new tangent. The business has now had two pop-up locations in central London. Tori was also recognised by Drapers as part of their ‘30 Under 30 Rising Stars of Fashion Retail’ list for young entrepreneurs in the industry. I spoke to her to find out more.

• What made you start HURR Collective?
  The idea for HURR Collective developed from a simple observation, there’s a whole new generation that want access, without having to own something. In a time where we rent our homes, cars and “things”, why would we not be renting our wardrobes? I wanted to build a tech-first platform that would disrupt the way we consume fashion and drive positive long-lasting change in how the lifespan of clothes are viewed.

• What’s the main aim? To allow women to share wardrobes, securely and in seconds.

• What is the USP of the business? We’re a tech-first business - our focus has always been on custom technology and building a scalable marketplace that can provide a seamless rental process.

• How has the retail world been receptive to the business since you launched it? In the past two years, we’ve seen a huge surge in user growth and engagement with the platform. At a time where sustainable fashion is gaining huge momentum, HURR is well positioned to lead the rental revolution here in the UK.

• In those dark times that entrepreneurs inevitably encounter, it is key to stick to your vision and believe in your business. What obstacles did you overcome in the very early stages? We’re trying to change consumer behaviour and shift mindsets from owning to renting - it’s taken some time! Rental is still a fairly new concept in the UK market, but the more we educate our audience, the more they understand the benefits of renting and engage with the HURR platform.

• As you cross paths with fellow entrepreneurs, do you feel that they have likeminded ideas and values? There are a few common traits in the most successful entrepreneurs I know. They’re decisive, never deviate from their company vision and aren’t afraid to fail.

• How do you feel post COVID-19 life will impact the consumer’s passion to shop and live sustainably? The pushback against fast fashion will continue to gain momentum once rules are relaxed, and fashion rental will become an increasingly attractive proposition for the millions of people looking to cut down on their outgoings.

• In February of this year, your brand opened up its second pop up location in Selfridges department store Oxford Street, London. A huge success, well done. As the department store prepares to open again to its valued customers in the coming weeks, how do you anticipate HURR to be received? Are you excited? I believe the booming interest in sustainable fashion will continue to gain momentum once rules are relaxed and HURR will become an even more attractive proposition for the millions of people looking to be more savvy with their spending.

• If you could give three words to summarise the first two years of starting and running your own business, what would they be? Rewarding, challenging and hard work!

Hopefully you, our C Word readers, read about Tori’s story and consider how you yourselves might one day exercise entrepreneurial thoughts, learn about them and act on them. 

Let’s embrace and become more predisposed to new ideas, adventures and avenues that we may not have previously anticipated exploring or undertaking. And then, one day, someone may interview you so that you can tell your story, and the cycle of believing in yourself, exercising your determination, eventual success and inspiration will continue. Again, Tori we at The C word support you and will continue to watch enthralled as your business and career continue to grow and thrive.