Wear The Walk Interview – Is Renting The New Buying?


Into The Eco - Slow Fashion - Wear The Walk Photoshoot


In a world that has become addicted to high with speed and constant newness and a clothing industry encouraging overconsumption with no end in sight, Wear the Walk’s approach to fashion is us offering an exciting alternative.

Currently, many of us enjoy buying new clothes on the regular. The rate of current purchasing has proved to keep moving at a relentless rate. Luckily with the rise of awareness of the harm this style of buying has caused, there has also been a rise in more socially responsible substitutes. 

Wear The Walk offers exciting stand out fashion pieces on a rental basis at affordable prices. Zoe the founder believes in making the normally exclusive attitudes of high fashion accessible to us all, without the high ticket price tag.

WTW spends time working with the next generation of emerging designers who care about how their clothes are produced. Better still a lot of the pieces stocked by WTW are one of a kind, which means if you are going to a party, event, meeting, or if you just like looking fancy answering the door to the postman, you will always look as unique as you feel.

We all want to look and feel good, especially if we have an event coming up. Do you ever get that dread when you realise you have nothing you feel like wearing? Normally when these feelings strike our first impulse is to hit the high street. I always get that feeling if I have a wedding to go to and I don’t fancy shelling out on a pricey new outfit. Alternatively, if we are feeling in a style rut WTW can offer us a real and fun solution, without the retail guilt, and without clogging up our wardrobes with outfits that will only get worn once. Less clutter is such a bonus, a clean closet helps keep a clean mind and more space for things we really want.


Into The Eco - Slow Fashion - Wear The Walk Photoshoot

Into The Eco - Slow Fashion - Wear The Walk Photoshoot

Into The Eco - Slow Fashion - Wear The Walk Photoshoot


We all have stared into our wardrobes before and felt such a frustration at not knowing what to wear. Often we feel the need for a quick fix to help boost our confidence, if anyone reading often feels like this, renting clothes could open up a whole new avenue of possibility and style experimentation, even if it is from your friends.

On a very sunny London afternoon, I was lucky enough to meet the team making it all happen. We welcome Zoe, the founder of Wear The Walk to Into The Eco to tell us more.

ITE: I have really enjoyed learning about your journey leading up to the birth of Wear The Walk tell our readers a bit about WTW and the drive that pushed you to follow your business instincts.

WTW: So, for me, this business is always something I wanted to do eventually. I love the idea of peer to peer lending, so I wanted to see if it would work for designer to consumer lending. As all fashion obsessed girls fall victim too,  I was buying a load of crap, wearing it once, and fattening up my wardrobe. So I decided there must be a better way to be consuming, and after looking at some successful companies in the US, I decided to take a leap of faith! 

To be honest, I really didn’t set out to start this business at the age of 25, but the timings just worked. I’d just been part of a data company that was sold earlier in 2016, so had a bit of money from that, it was all quite serendipitous. 

ITE: How does it make you feel that the pieces you stock are special, and not disposable like a lot of fast fashion trends at the moment?

WTW: It makes me feel like we’ve got something (hopefully) unique, something that people would value because they can’t just get it on the high street, but most importantly it makes me feel like we’re building a community, of fashion lovers that are craving to be connected. Which in essence is what fashion should be about, aspirational but accessible. 


Into The Eco - Slow Fashion - Wear The Walk Photoshoot

Into The Eco - Slow Fashion - Wear The Walk Photoshoot

Into The Eco - Wear The Walk Shoot - Slow Fashion


ITE: You offer a stylist service at WTW. What would you say to anyone struggling to find their own personal style?

WTW: Experiment, explore and be inspired. I’m not a big believer in promoting what’s in “trend” and what’s not, I want women to find their own personal style for different occasions. It’s all about how wearing something fabulous makes you feel and the persona you want to give off whilst wearing it. Sometimes I want to be understated and comfortable, others I want to feel and look floaty and girly. Renting via our styling service enables you to do this. 

ITE: Sustainability is starting to progress in leaps and bounds, and our ideas behind the meaning of sustainable fashion are changing for the better, no longer does it conjure hippie vibes. Do you have a passion for sustainability? What elements of conscious dressing does WTW address?

WTW: Yes!! Absolutely, WTW’s primary value is to promote sustainable fashion and to encourage women to be more conscious with their consumption. Our subscription service is really where you can transform your behavioural habits. We don’t want women just to rent for one-off occasions, or for renting to supplement buying, our goal is to replace buying. Which I appreciate sounds extreme, and I’m not trying to say never buy anything again. I still think we allied a capsule wardrobe, but beyond one, I firmly believe everything else should and can be rented! 

ITE: You have a creative spirit and a strong vision for the future of WTW, how does it feel to be at the helm of a cool young company and work with people who love what you are about?

WTW:  Ha! It’s lovely you say that, but most of the time I’m just looking at our finances, managing my team or tracing our inventory. I think back at when I started this and envy the time when I was “doing all the fun stuff,” although I’m pretty sure this was looking through rose-tinted glasses. I think the best thing about working at WTW is my team, we have fun, don’t take ourselves to seriously but get our shit done. 


Into The Eco - Wear The Walk Shoot - Slow Fashion

Into The Eco - Slow Fashion - Wear The Walk Photoshoot

Into The Eco - Slow Fashion - Wear The Walk Photoshoot


ITE: Do you have any favourite designers that you are stocking at the moment?

WTW: I can’t say that!!! I need to be democratic…but if I had to choose, I’d say the one I’m most excited about right now is Riona Treacy, I love the collection because it’s so effortless. 

ITE: Good choice, I am a sucker for interesting hand-dyed clothes. We are very proud to see you are flying the flag for women in business. Tell us about your plans for the future of WTW.

WTW: Thanks! So we’re currently raising some investment right now so we can scale up. The plan is to expand into Europe in our second year after funding. 

ITE: Lastly, do you have a personal motto that helps you? 

WTW: laugh your way through the tears! Which is basically ideal for when you’re in the shit. It works a treat!

Haha, that is pretty good advice, I will remember that.

Renting our wardrobes would definitely help free up some space in our every day overflowing wardrobes. Empowerment through dressing, feeling elevated and confident is an important part of our modern lives. Looking good and feeling great can be life-changing.

We loved working with Wear The Walk, looking through the rails of unique pieces to use in our shoot. Visiting their studio is an experience within itself. You don’t know what you will find, I am in love with each piece we selected, and I think you will agree they look bloody amazing.

If you are someone who wants constant newness within their wardrobes without the guilt of over-consumption then rental companies like WTW would be a great new avenue to explore. You will definitely become known as the fashionista among your peers. I know where I will be heading when I next need inspiring. It is great to know that there are companies out there helping us to push our personal style allowing us to elevate ourselves through our outfit choices. The fact that you can rent designer clothing for a fraction of the price is such a great resource to have at our fingertips.


Into The Eco - Slow Fashion - Wear The Walk Photoshoot

Into The Eco - Slow Fashion - Wear The Walk Photoshoot

Into The Eco - Wear The Walk Shoot - Slow Fashion


The pieces I ended up selecting to borrow are all items that felt luxurious and wearable to match with the other pieces we had already sourced for our shoot. I loved each piece we used especially this painted leather jacket, it is so fun and called to the 80s loving teenager within me.

Thank you so much for this collaboration Zoe, we wish Wear The Walk continued success in the future in growing the business and helping make many more women feel incredible.

A special thanks go out to our lovely Eco-conscious model Jessica and Photographer Josh for agreeing to be part of this project. I feel so proud of this collaboration.  To read more about the shoot and the inspiration behind it, click here.



Love, Lottie xx

Into The Eco

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Model: Jessica Ewer
Photographer: Josh John
Producer: Lottie Woods

Printed shirt: Christina Blisceac
White shirt: Sophie Pittom
Wide leg culottes: Glassdoor
Pink Bralette: Mimine AG
All from Wear The Walk



  1. 7th August 2018 / 12:27 pm

    Great reading – this is such a great idea – like a circular clothing swap with a bit of structure – good on her!

    • intotheeco
      7th August 2018 / 12:42 pm

      Thank you for reading lovely! Women are the future I swear! So many great ideas coming out of the sustainable movement.
      Have a great day! xxx

  2. 7th August 2018 / 2:10 pm

    Such a cool idea. We rent our music, our tv, films – this seems like the logical next step for a generation who no longer aspires to own “things”!

    Also I need that jacket in my life… for a while anyway 😉

    • intotheeco
      8th August 2018 / 8:36 am

      Good point, I never thought about it like that, can’t argue with logic! I definitely wish I could rent a new holiday wardrobe, just realised I don’t have many nice bits to take with me on our long trip.

      It is a great jacket isn’t it, so quirky and fun. It makes me want to paint my leather jacket.

      Thanks for reading lovely xxxx

  3. 8th August 2018 / 11:41 pm

    Great interview! I took a look at the Wear the Walk website and they have a lot of really cool items…but sadly only go up to a size 17 and are missing out on the plus size market 🙁 I use a clothing rental service called Gwynnie Bee that originally catered to JUST plus size women but this year expanded to include straight sizes as well. I’ve been using this service for almost 4 years and it allows me to experiment with different styles, designers, looks, etc without, as you said here, breaking the bank or stuffing my closet. And ONE item is able to satisfy MANY women’s hunger for something different, vs ALL of us having to buy (and eventually discard) our own item.


    • intotheeco
      14th August 2018 / 1:23 pm

      Thanks a bunch Bettye, glad you enjoyed the article. Yes, I think because they are mainly working with independent boutique brands on the site, currently the sizes are on the smaller scale, hopefully, as the brands grow they can cater for bigger sizes. It is great you know of a plus size rental company and use it, it’s so much fun to try on different items of clothing and others having the chance to wear them after us, you are spot on!!
      Love, Lottie xx

      • 14th August 2018 / 1:30 pm

        I’m in the process of making a list of sustainable fashion brands that make/carry up to a size 24/26. If you hear of any will you let me know?

        • intotheeco
          14th August 2018 / 2:41 pm

          Great Idea, can’t wait to see that!
          I will definitely keep my eyes opens and let you know.

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