For years, women have enjoyed the luxury of rental couture. Through platforms (and now brick-and-mortar shops) like Rent-the-Runway women have been able to benefit from the ability to borrow gowns for formal events or cocktail numbers for holiday parties and returning them after they get a good wear and photo for the Gram. While rental tuxedos (I.e. ill-fitting suits in horrible early 2000s prom pics) have been common for men for decades, there has not been a service that offered men the same, high-styled, rent and return options as women – until now.
Founded in late 2019, a platform named Seasons has begun to engage a previously untapped market. The company, which encourages customers to “Try Before You Buy,” aims to engage male fashion lovers, offering them the chance to rent pieces from a range of designers and brands and return or swap them once worn. Historically, the menswear rental model mainly catered to weddings, but Seasons' founders Regy Perlera and Luc Succes are challenging the idea that stylish men have no interest in renting (at least some) of their wardrobe.