On December 16, Patagonia launched an apparel-rental program at its new Denver location. In partnership with , an online gear-lending service, Patagonia will offer ski- and snowboard-apparel rentals at the Denver store, reducing customers鈥 carbon footprints and spending (while also saving space in their closets). This is the latest development in the brand鈥檚 push to reuse and upcycle its聽products, following the opening of a Worn Wear pop-up shop聽and the debut of its聽ReCrafted Collection last month. Customers can reserve clothing on , pick it up in Denver, then return it after their final runs at any of the several area resorts. Patagonia jackets, midlayers, bibs, and backpacks for adults and children are available for $20 to $40 per item per day.
鈥淭here are so many people that do one ski or snowboard trip a year but still want good gear,鈥 says Jenna Johnson, vice president of Patagonia鈥檚 technical outdoor business. 鈥淩enting is an amazing opportunity for people to still get high-quality gear but not have to invest in something that is going to be sitting dormant for 80 percent of the year.鈥
Awayco, founded in 2018, partners with 200 retail locations, coffee shops, and hotels聽in 32 countries, offering hard goods for surfing, stand-up paddleboarding, mountain and road biking, and snow sports. Through rentals,聽the company aims to limit overproduction and make it easier for adventurers to travel light, says Chris Booth, Awayco鈥檚 vice president of digital. Its聽partnership with Patagonia is the company鈥檚 first foray into apparel. 鈥淧atagonia is showing consumers a new way to be outside and a more conscious way to consume,鈥澛燘ooth said.聽鈥淲e are in the exact same business.鈥
Patagonia鈥檚 rental apparel is offered in various sizes and colors at a fraction of the gear鈥檚 retail price. The women鈥檚 聽(which costs $699 to purchase)聽and the men鈥檚 聽($399)聽will both be available for $30 to $40 per day, depending on whether you鈥檙e renting for a short or long period of time. Booth and Johnson鈥檚 hope is that these new Patagonia items will become shared resources for both tourists and locals, reducing the amount of gear that people buy and only use a few times. The program also gives聽customers a chance to try out gear before purchasing. Although the rentals aren鈥檛 available for purchase, a portion of the rental fee (the聽exact amount has yet聽to be determined)聽can be applied to purchases of gear at the Denver store.