Making Travel More Eco-friendly— the “Any Wear, Anywhere” Destination-based Clothing Rental Service

This breakthrough clothing rental service redefines business and leisure travel with the catchphrase “conveying people, not luggage.” The trial program targets inbound visitors arriving on JAL flights, allowing them to reserve clothing online to be claimed at their hotel following arrival in Japan.

The program is measuring the degree that weight reductions in luggage enable reduced CO2 emissions from aircraft and, in turn, a decreased environmental burden. The trial service additionally contributes to a circular economy by relying on surplus clothing inventory and used garments. This sustainable tourism project, set to run through August 2024, parallels the global increase in airline passengers following the release of Covid-era travel restrictions.

＜Service Flow＞

1. After selecting their preferred rental clothing (filtering for gender, season, etc.) from the program website, users make their payment. In the form that arrives with the order confirmation email, users enter required information, including the flight reservation number, clothing pickup/return dates, and accommodation information, to complete the reservation. Payment must be made at least two weeks in advance, and the reservation must be completed at least one week prior to the date users want to pick up the clothes.

2. Laundered and pressed clothing is forwarded to the user’s hotel. Garments are procured from WEFABRIK Inc., an E-commerce platform for surplus and used apparel. Hakuyosha is also a collaborator, handling all garment laundering.

3. Users receive their order at the hotel reception desk. The program currently offers garments in 36 categories (reflecting gender, season, number of items) in sizes S-XL, with gradual expansion to include children’s clothing and sizes 2L and above.

4. Clothing may be returned to the front desk upon check-out. During the trial, the service is priced at ¥4,000 to ¥7,000, depending on the number of garments rented and other factors. The rental period is set at 2 weeks, with extension up to 4 weeks at additional cost.

As a great travel enthusiast with visits to a total of 40 countries and 90 cities, I’ve always felt packing and post-trip laundry are such a drag. Food, shelter, and clothing are the big three concerns in travel, just as they are in daily life. Food is enjoyed at local restaurants and hotels offer shelter, but travelers have always had to carry around their own clothing, no matter where they venture. I thought changing that paradigm could have a great impact on society.

How did you realize the project?

The idea was triggered by the “0→1 (Zero to One) Challenge,” our intrapreneurship program which got off the ground in 2018. It was a great opportunity for me, as I had been hoping to start a new business since I joined the company. Although I was not selected the first year, I didn’t give up, and made it through to the finals the next year.

However, the project was halted in 2021 due to the pandemic. We had started an Instagram account after making it to the finals and were gathering lots of support from followers both in Japan and overseas, but the pandemic left us with no choice but to close it down.

Although we haven’t promoted the program, it has been covered by over 200 international media outlets, and our website has been accessed from individuals in over 150 countries including the US and Australia as well as nations in Europe and Asia.

Although the overall response to our sustainable travel has been positive, some have called for greater rigor, suggesting, for example, that aiming for lighter aircraft weight is not enough—that we should be focused on sustainable laundering and transport of clothing as well. I think this presents a rewarding challenge and opportunity for an integrated trading and business investment company involved in a broad range of businesses. The number of users is still not where we would like it to be, and the conversion rate(*) needs improving.

* An indicator showing the achievement rate of goals and results (service purchases/applications/inquiries, etc.) as described on the website.

How are you handling current issues?

Our immediate plan is to expand our size offerings and add children’s clothing. These days, we often hear of “inclusive tourism,” which strives to offer travel accessibility to all kinds of individuals. We hope to update our own services with that in mind, making them functional for a wider range of people.