Fashion is being redefined by a new wave of conscious consumers and platforms built for sharing, not stockpiling. The fashion industry is undergoing a dramatic transformation as consumers increasingly seek sustainable alternatives to traditional retail models. Leading this charge is BARO, a Los Angeles-based peer-to-peer fashion rental platform that’s changing how we think about clothing ownership and consumption.
The Genesis of a Fashion Revolution
BARO emerged from a problem that many young professionals face. Co-founders Allie Reeves, Emily Mooney, and Zoe Zimski, based in Jamaica Plain, Boston, found themselves confronting the expensive reality of wedding season.“Two years ago Zoe and I were sitting on her couch out in LA and we were talking about how we each we just turned 28 and we each had 10 weddings to go to that summer,” Allie Reeves said during a recent NBC Boston interview. “The founders realized that “it was just so expensive and so wasteful to buy something new for every event that we needed to go to.”
This personal experience led to a broader realization about the fashion industry’s inefficiencies. As Reeves said, “We looked on platforms like Rent the Runway and Newly and B2C rental platforms and we just didn’t really resonate with any of the inventory and we really realized that the inventory that we wanted to wear was hanging in other women’s closets.”
Creating a Circular Fashion Economy
BARO’s innovative approach centers on community-driven fashion consumption, allowing individuals to rent out their own garments to others while creating what the company describes as a circular fashion economy. The platform enables users to access a wide variety of fashion without the environmental and financial costs associated with fast fashion. The business model addresses multiple pain points simultaneously.
“We allow our community of users to borrow and lend items amongst themselves, and by doing so, lower the cost of clothing for borrowers, allow lenders to make money back on their investment pieces, and reduce the amount of overconsumption in the fashion industry,” the company’s mission statement said.
Sustainability at the Core
The environmental impact of BARO’s model goes far beyond individual transactions. The founders discovered that “there’s enough clothes in circulation right now to dress the next five generations of people,” Reeves said. This staggering statistic reveals the platform’s potential to reduce textile waste and support sustainable fashion practices.
Emily Mooney emphasized the platform’s environmental goals:
“How do we bring all of the clothes that are currently in circulation and connect women to that without having to make more also how do we help you with that conversation of do I buy fast fashion or do I invest in a piece that I love that’s made sustainably,” Mooney said. The platform encourages users to view their clothing as assets rather than disposable items, promoting a more thoughtful approach to fashion consumption.
Technology Meets Community
BARO’s user-friendly mobile application, available in the App Store, operates similarly to Airbnb but for fashion. The platform recently launched version 1.15.0, featuring a redesigned create listing flow for a smoother user experience, improved listing details layout, and updated payment processing that transfers funds to lenders after items are shipped.
The app’s discover tool makes it easy for users to find fashion inspiration from fellow community members, while a secure messaging feature facilitates communication between borrowers and lenders. Users can generate shipping labels up to 14 days before scheduled shipping dates, streamlining the rental process.
Curated Selection and Quality Focus
Unlike traditional rental platforms, BARO emphasizes unique, high-quality pieces. The platform focuses on “small batch designers one of a kind vintage,” Zoe Zimski said, offering items that users “probably wouldn’t find anywhere else,” Zimski said. Examples include one-of-a-kind designer dresses that retail for upwards of $700 but can be rented for $70, and exclusive pieces from luxury brands like Vivienne Westwood.
User Experience and Community Response
The platform has received enthusiastic user feedback, with one reviewer noting: “I’m a big fan of Rent the Runway, but their variety lacks at times, and the Pickle app is too busy to navigate!! Just rented my first dress from BARO and had a seamless experience. Love that it also allows you to lend and not just borrow, as I’ve already made $ that way so far and I’ve only had the app for a month!” a BARO user said.
Expanding Reach and Future Vision
BARO operates nationwide, with users across major cities including Boston, Los Angeles, New York, and Chicago. The platform allows users to “access all of that luxury across the country,” Zimski said, breaking down geographical barriers to fashion access.
The company’s vision extends beyond simple rental transactions. BARO’s mission highlights their commitment to building a community that makes fashion more accessible and sustainable. By promoting the idea that fashion doesn’t have to be owned to be enjoyed, BARO is helping to reduce textile waste and support more sustainable fashion practices.
Future Outlook
BARO represents a fundamental shift in how we approach fashion consumption. By combining sustainability, community, and technology, the platform offers a compelling alternative to traditional retail models. With hundreds of active users and growing recognition in the fashion tech space, BARO is well-positioned to lead the transformation toward more sustainable fashion practices.
