Curious how sustainable fashion is reshaping the way people dress for every occasion? The Czech Republic’s fashion landscape is experiencing a significant transformation with the emergence of Fashiontéka, the country’s first slow fashion rental platform. Founded by Lucie Křenová and Eliška Bulínová in the summer of 2022, this innovative company is making sustainable and local fashion more accessible to Czech consumers while promoting circular economy principles in the fashion industry.
How Fashiontéka Works
Fashiontéka operates on a simple yet effective rental model that redefines traditional fashion consumption patterns. The platform provides customers with the option to borrow stylish and high-quality clothing for set periods, creating a sustainable alternative to buying garments they might only wear occasionally.
The rental process is streamlined into four easy steps: customers select a model from the rental inventory, reserve their rental period, enjoy wearing the borrowed item, and return it in the same packaging. This system goes beyond traditional formal wear rentals by focusing on semi-formal models suitable for various occasions and everyday wear, balancing timeless cuts with current trends.
The company has embraced technology to enhance the customer experience, including the launch of virtual fitting rooms that allow customers to try on clothes virtually from the comfort of their homes. This innovation addresses one of the primary concerns in online fashion retail: fit and appearance.
Ownership and Founding Vision
Lucie Křenová and Eliška Bulínová co-founded Fashiontéka with a shared vision of making sustainable fashion more accessible. Lucie’s journey toward slow fashion began when she needed to slow down in life after becoming a mother, developing a deeper awareness of clothing value and its often-overlooked heritage. She learned to think more carefully about new purchases, choose quality second-hand pieces, and prefer local designers.
Eliška’s perspective on sustainable fashion was influenced during her time living in Sweden, where sustainability is a major theme and an integral part of everyday life. The popularity of clothing rental services in Sweden inspired her enthusiasm when Lucie proposed creating such a rental service in the Czech Republic.
The founders emphasize a vision for making slow fashion accessible to everyone, aiming to evoke the joy of wearing something new but in a conscious, responsible way that reduces impulse buying.
Benefits for Consumers
Fashiontéka provides multiple advantages that appeal to modern, environmentally conscious consumers. The primary benefit is cost savings, as customers can access high-quality designer pieces at only a fraction of the price rather than investing in expensive items for one-time use. This approach is a key reason renting has become a popular option among fashion lovers who want variety without breaking the bank.
The platform encourages the principle to buy classics, rent the rest, an idea that promotes investing in wardrobe staples while renting trend or occasion outfits
The service supports various occasions, from special events like weddings, balls, corporate events, and birthday celebrations to refreshing one’s wardrobe with quality work outfits for extended weekends. This flexibility makes sustainable fashion obtainable for both special occasions and everyday wear.
Customers also benefit from nationwide delivery throughout Czech Republic and Slovakia via Zásilkovna/Packeta, making the service available beyond Prague and major cities.
Applications for Sellers and Designers
Fashiontéka actively collaborates with both Czech and Slovak fashion designers as well as sustainable brands. Featuring a range of local and international fashion labels in its rental inventory, the company welcomes designers who share a commitment to eco-friendly and contemporary fashion. Designers and brands interested in partnerships are encouraged to reach out and connect, as Fashiontéka values building strong relationships within the sustainable fashion community, often meeting potential partners in person or through direct communication.
Future Outlook
The rental fashion market is experiencing robust growth globally, with the online clothing rental market valued at USD 1.32 billion in 2024 and expected to reach USD 2.75 billion by 2033. This growth is driven by increasing environmental awareness and evolving consumer preferences toward sustainability over ownership.
Fashiontéka’s positioning within this expanding market appears strong, especially given the growing focus on environmental responsibility. The fashion industry’s current linear business model is contributing to global waste pollution, with consumers losing approximately $460 billion annually by discarding clothes that could continue to be worn.
Through their innovative approach to fashion rental, focus on local designers, and commitment to slow fashion principles, Fashiontéka is helping to redefine the way consumers think about fashion ownership and consumption in the 21st century.
