In an effort to assess the climate and water impact of three types of Nuuly rentals, we partnered with Third Partners, a sustainability consulting firm, to develop a dynamic data model , focused on product utilization and environmental footprint amortization over the garment’s lifetime.

More Wears = More Efficient Impact

A garment rented from Nuuly generally has a higher lifetime carbon footprint than the purchased alternative, due to the incremental impact of transportation and laundering of each rent. However, the incremental wears from multiple users can make impact more efficient.

In other words, more rents equate to more transportation and washing, but also more wears.

The Environmental Impact of Renting Occasion Dresses

Here, we'll be looking at the environmental impact of renting occasion dresses compared to buying new. Renting occasion dresses has been more widely discussed and researched than other fashion categories, and experts agree that the environmental case for renting is clearest for formal wear.

At Nuuly, we wanted to study them because of our commitment to both increasing circularity and getting creative with fashion, and because of their inherent specialness—they’re more likely to be worn once, they’re typically made of less durable material and construction, and needing an event dress for a one-off event or a busy social calendar is one of the main reasons Nuulyers start Nuulying.

Key finding: The average Nuuly occasion dress is worn 3 times more than the purchased alternative. Due to higher utilization, the carbon impact per wear of Nuuly occasion dresses is 44% lower.

On average, and compared to the purchased alternative, Nuuly occasion dresses have

• 3x more lifetime wears
• -44% carbon impact*
• -60% water impact*

*per wear

How Nuuly Is Working To Extend The Life Of Occasion Dresses

Because occasion dresses are more fragile than an everyday garment and aren’t designed to withstand heavy wear, and because every Nuulyer deserves an occasion dress in beautiful condition, we are working on ways to keep them in rental circulation longer, through more specialized repairs .

How The Average Nuulyer Can Keep The Average Nuuly Occasion Dress’s Impact Even Lower

Once you get your event dress, wear it! Easy, right? Wearing it even once makes it more efficient in its carbon and water footprint. So if you rented a couple occasion dresses to keep your options open, lend the ones you’re not wearing to your sister, friend, roommate, or frenemy for an event they might have. A few more tips for keeping utilization high and impact low for yourself and others in the Nuuly community:

• Does it not fit? Or did you rent multiple sizes or styles? Consider lending the styles you’re not using to a friend
• Leave fit feedback and reviews on your dress to help other Nuulyers find their best fit
• Challenge yourself to wear your event dresses more times per rental cycle—formal grocery shopping Tuesday, anyone?
• Carpool your return: bring your neighbor’s, coworker’s or roommate’s Nuuly to UPS or an Urban Outfitters store location when you return yours

Want more info on Nuuly’s sustainability and circularity? Right this way .