CHANGING THE SUSTAINABLE FASHION CONVERSATION WITH HURR COLLECTIVE.

CHANGING THE SUSTAINABLE FASHION CONVERSATION WITH HURR COLLECTIVE

Interview By: Nateisha Scott

By Eva Alexandridis

Shaking up the conversation around sustainable fashion, Victoria Prew and her co-founder Matthew Geleta are storming ahead with​ their fashion rental platform, HURR.​ Believing in extending the life cycle of luxury pieces and integrating leading technology, the duo ​have created a space for consumers to ​monetise their wardrobes ​and still help the planet towards a more sustainable space.

Your role and what you do?

Co-Founder of Hurr.

How did you develop the idea behind HURR?

My Co-Founder and I closely studied the sharing economy ​and the ​massive disruption ​it’s had across ​our day-to-day lives. As one of the world’s most polluting industries, we really believe​d ​fashion was the next big industry​ to be disrupted.

What has been the best project you have worked on with HURR?

Our Selfridges popup that we launched a few weeks ago - I still pinch myself as I walk up the escalators and seeing the space! It’s a huge step forward for the sustainable fashion industry and a dream come true for the HURR team.

As a start-up, what have you learnt and what is the most exciting part of the business?

I love how fast paced running a startup is. We can be brainstorming ideas in our Monday morning team meeting, and have it launched by Wednesday - we run at quite some speed!

How has HURR been met against by the Fashion Industry?

The fashion industry is changing, quickly. Consumers are smarter than ever and demanding different ways to access fashion. The rental revolution is well and truly here to stay and we’re excited to be pioneering the movement.

What are the plans for the future?

We’re focused on our Selfridges popup and gearing up for the Spring/ Summer rental rush! Longer term, we’re working hard to scale our communities all across the UK and make HURR the UK’s go-to rental destination.

How have you developed the influencer awareness?

We’ve been incredibly lucky to have organic support from the key figures leading the sustainable fashion revolution. Our #HURRGirls include environmental activists Venetia Falconer and Jemma Finch who are changing consumer behaviours and champion fashion rental.

Your morning beauty routine?

My mornings are normally so hectic, I end up doing my makeup on the tube!​ But in the evenings I have a very simple routine that includes cleansing with the NAC Y2 Cleansing Balm, toning and moisturising every night.

NAC Y2 Restorative Cleansing Blam

Antioxidant Energising Essence

Y Theorem Day Cream

Nocturnal Eclipse Recover Cream

Your evening routine?

I’m really trying to use my evening skincare routine as a way to wind-down and destress. I always take my makeup off with reusable cotton pads before I begin my routine.

How do you wind down in the evening?

Yoga videos on YouTube!​ It’s the only way I​ can really switch off and disconnect.

Signature products you can’t live without?

Bio Oil – I use it every morning and evening​ and have done for years.

Any wellness habits you are currently obsessed with?

I love the app Calm and I recently bought an accupressure mat from Bed of Nails which I’m slowly getting used to - it’s not been relaxing to start but I’m getting there!

Any fitness routines?

I try to walk as much as possible throughout the day and really focus on fitness on the weekends - generally mixing classes and just exercising outside.

Your favourite travel destination?

Cape Town has to be my favourite place in the world - I have family that live there and would highly recommend visiting.

Where do you see the sustainable fashion industry going?

The future of fashion must be circular - incorporating resale, rental and recycling into your fashion cycle is crucial.

Outside of Sustainable Fashion, what other industries are you into?

Tech! Hurr is a tech-first company and where my real passion lies

The best advice you have ever received?

Never take no for an answer.

EYour role and what you do?

Co-Founder of Hurr.

How did you develop the idea behind HURR?

My Co-Founder and I closely studied the sharing economy ​and the ​massive disruption ​it’s had across ​our day-to-day lives. As one of the world’s most polluting industries, we really believe​d ​fashion was the next big industry​ to be disrupted.

What has been the best project you have worked on with HURR?

Our Selfridges popup that we launched a few weeks ago - I still pinch myself as I walk up the escalators and seeing the space! It’s a huge step forward for the sustainable fashion industry and a dream come true for the HURR team.

As a start-up, what have you learnt and what is the most exciting part of the business?

I love how fast paced running a startup is. We can be brainstorming ideas in our Monday morning team meeting, and have it launched by Wednesday - we run at quite some speed!

How has HURR been met against by the Fashion Industry?

The fashion industry is changing, quickly. Consumers are smarter than ever and demanding different ways to access fashion. The rental revolution is well and truly here to stay and we’re excited to be pioneering the movement.

What are the plans for the future?

We’re focused on our Selfridges popup and gearing up for the Spring/ Summer rental rush! Longer term, we’re working hard to scale our communities all across the UK and make HURR the UK’s go-to rental destination.

How have you developed the influencer awareness?

We’ve been incredibly lucky to have organic support from the key figures leading the sustainable fashion revolution. Our #HURRGirls include environmental activists Venetia Falconer and Jemma Finch who are changing consumer behaviours and champion fashion rental.

Your morning beauty routine?

My mornings are normally so hectic, I end up doing my makeup on the tube!​ But in the evenings I have a very simple routine that includes cleansing with the NAC Y2 Cleansing Balm, toning and moisturising every night.

NAC Y2 Restorative Cleansing Blam

Antioxidant Energising Essence

Y Theorem Day Cream

Nocturnal Eclipse Recover Cream

Your evening routine?

I’m really trying to use my evening skincare routine as a way to wind-down and destress. I always take my makeup off with reusable cotton pads before I begin my routine.

How do you wind down in the evening?

Yoga videos on YouTube!​ It’s the only way I​ can really switch off and disconnect.

Signature products you can’t live without?

Bio Oil – I use it every morning and evening​ and have done for years.

Any wellness habits you are currently obsessed with?

I love the app Calm and I recently bought an accupressure mat from Bed of Nails which I’m slowly getting used to - it’s not been relaxing to start but I’m getting there!

Any fitness routines?

I try to walk as much as possible throughout the day and really focus on fitness on the weekends - generally mixing classes and just exercising outside.

Your favourite travel destination?

Cape Town has to be my favourite place in the world - I have family that live there and would highly recommend visiting.

Where do you see the sustainable fashion industry going?

The future of fashion must be circular - incorporating resale, rental and recycling into your fashion cycle is crucial.

Outside of Sustainable Fashion, what other industries are you into?

Tech! Hurr is a tech-first company and where my real passion lies.

OThe best advice you have ever received?

Never take no for an answer.

If you were to advise a London guide, what would be on your list?

Well, As I grew up in Notting Hill, it will always have my heart and if I was recommending spots in London, a wander around Notting Hill would be high up on my list. From there it would be all the best shopping destinations, the iconic private members club, Annabels, Harrods and Liberty’s for any cute and unique gifts. I would always pop into 111CRYO at Harrods for the Cryo Facial and treatment for the ultimate recharge. Sometimes the city is great, but the beautiful secrets of the English countryside is something that should be experienced.

Your In-Flight Essentials?

I don’t have a routine per say and I am certainly not as thorough as Naomi Campbell but I would apply the Meso Infusion Lip Duo and I would always wipe my phone down with anti-bacterial wipes, in fact I do this every day, the bacteria build up is no good for the skin.

In terms of Industry, where do you see the hair industry going?

Well Instagram has changed so much and has impacted the way we consume and learn within the industry, especially with so many creatives, but I still find that a massive amount of people come to the professionals to share the knowledge on how to carry out or complete a desired look, more than ever there is power behind ‘how-to’ videos.

A very valid point and in terms of 2020?

In terms of what we are to see in 2020, things are going to be super creative and we will see a wider awareness for people doing their own thing and it will be expressive and artistic. People will move away from the overtly glamorous looks and will create looks they can tailor to their everyday. As it’s currently Award Season which is the busiest time of the year leading up to the Met Ball, hairstyles are certainly more elaborate, and everyone loves an up do. I would say the most timeless look has to be the blunt bob, it comes around year on year, but it is effortless and timeless.

Outside of hair, what other industries are you into?

I am hugely into Interiors and I would describe my style as 60s/70s glamour, think elaborate and dramatic but I often fantasise about 80s Dallas and Joan Collins and I have to reign myself in. I also love Baking; it is the ultimate way to relax and I find that it is my meditation and therapy. If I’m in the USA I would bake a lot of cookies as everyone is obsessed with then over here and in the UK, I would bake more traditional styles like a lemon tart or an apple tart – it allows for me to be creative outside of my job.

Finally, the best advice you have ever received?

It would have to be from my grandfather, he would often say to me “it’s not how well you’re doing but how well people think you’re doing”. I haven’t successfully implemented it however you can look to Instagram today and people see our work and are blown away by it, but we can be so hard on ourselves and not appreciate our own work ourselves.

 

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