When I started working for Armoire a little over a year ago, I had never rented clothes before. Instead, I was an avid thrift shopper, owning only a smattering of firsthand garments. My vintage treasures from Goodwill, Crossroads, and consignment stores took up most of the real estate in my closet, but I still viewed my secondhand collection as a sustainable clothing solution. It wasn’t until I joined Armoire that I realized there was a huge problem staring me right in the face: I owned way too many clothes. I’ve now experienced the freedom of owning less.
Clutter is clutter, sustainable or not. I had blindly been overconsuming garments for years, most of which, albeit pre-loved, only got worn once or twice before I would get sick of them. I realized that owning my clothes, no matter how affordable or eco-friendly, wouldn’t scratch the itch for always wanting more. Enter my newfound shopping bestie: Armoire Clothing Rental.
Since I started renting my wardrobe in May of 2023, I swear my brain has undergone some serious rewiring. Let’s discuss all the ways that I’ve discovered newfound joy in the freedom of owning less, and how renting can change your mindset towards a lot more than just your closet.
Rewire Your Brain by Owning Less
Did you know there is actual brain chemistry behind the concept of ownership? It’s called The Endowment Effect. This psychological concept suggests that people ascribe more value to things merely because they own them. This effect is closely linked to the brain’s reward system, involving areas like the ventromedial prefrontal cortex and the striatum, which are activated when we acquire or think about our possessions.
When you rent clothing, your brain is forced to reconsider this cognitive bias. As a renter, you engage in a fundamentally different relationship with your belongings. You become open to the idea that just because you have or wear something doesn’t necessarily make it yours, and its inherent shareability leads to less attachment to the object. This therefore reduces the psychological weight of ownership, allowing you to enjoy the benefits of fashion without the burden of long-term attachment or commitment. Smell you later, buyer’s remorse!
Nowadays, anytime I walk into a store, I notice myself far less compelled to buy anything, knowing I can just rent something similar or the same. The freedom of not being tempted to buy something new – that will probably go out of style in a few months anyway – was the dopamine hit I didn’t know I was missing until I started renting. The best part? I never actually had to give up my love of clothes or shopping. It’s pretty fun over here at the S.O.T.E.E. – Survivors of the Endowment Effect.
Declutter Your Closet
One of the biggest reasons we hear from women who want to try clothing rental is the desire to save closet space. As someone with a previously stuffed-to-the-brim closet, I can attest to this.
My overstuffed closet used to cause me more mental fatigue than I realized. Staring at hangers upon hangers of clothes I’d only worn once (or sometimes never at all!) was a huge stressor and made me grossly unhappy. A study published in the Journal of Environmental Psychology found that cluttered environments can negatively impact one’s ability to focus and process information. No wonder I always felt like a zombie when picking out an outfit. You’re not alone. Choice paralysis and decision fatigue create a very real cognitive overload that can deplete your mood, and having to choose from a cluttered closet is no exception.
When my brain went through its ownership detox and I began renting, I went through a huge purge of my entire closet. I sorted my items into three categories: keep, sell, or donate. I only held onto the same 5-10 basics that I always reach for, namely white and black tees and tank tops. Almost everything else fell into one of the other two buckets. Albeit difficult to part with some of my vintage treasures, I was able to sell most of them at a consignment shop for a pretty penny, hoping they would be united with an owner who would wear them consistently. As for things that were ratty or damaged, I took advantage of a sustainable perk as a Seattle-area Armoire member: I dropped them off in our donation bin conveniently located inside Armoire headquarters to be responsibly recycled by our partners at dügood. Everything that didn’t fit me ended up being sold or donated. Clothes should fit you, not the other way around! Read more on that and how to dress confidently for your body type.
These days, I stare at my closet with pride and joy. It’s clean, organized, and holds nothing except the absolute necessities, as well as whatever I’m renting at the moment. Knowing that everything in my closet serves its purpose is a huge mental relief and a step toward an underconsumption lifestyle — but more on that later.
Increase Your Budget in Other Areas
One of the most pleasant surprises about renting my clothes? An increased budget for every other area of my life. I didn’t realize how much my shopping purchases were adding up, even when they seemed small at the time.
Since making the switch to #SwappingNotShopping, not only have I had more wiggle room for basic needs such as rent, groceries, gas, utilities, and the like, but also more cash to splash on things like accessories, shoes, and beauty products to complement my rentals. I had my eye on a limited edition Sandy Liang purse that I ended up buying sans regret, knowing that this otherwise hefty purchase would still fit in my budget thanks to rental.
Another benefit to a fixed monthly subscription is the ability to allocate funds more efficiently to other areas of your life. For instance, renting gives you the freedom to invest in experiences rather than material possessions. Studies have shown that spending money on experiences, such as travel, hobbies, or dining out, often brings more lasting happiness than purchasing physical items. Whether it’s taking a cooking class, exploring a new city, or attending a concert, investing in experiences creates lasting memories and contributes to a more fulfilling life than one-time purchases.
How Much You Save by Owning Less
We can’t ignore that renting clothes is a huge money saver, plain and simple. One of my favorite features about the Armoire membership is it tells you exactly how much money you’ve saved on your clothes based on the MSRP of the items you’ve rented. For me, I’ve rented over $40,000 worth of clothing in a little over a year, an amount I couldn’t even imagine spending on clothes. This statistic is my favorite way to see my clothing membership hard at work to keep me financially savvy in other areas of my life.
Not only do you get to visualize your savings, but renting also curbs the impulse buying habit. By renting, you can satisfy your desire for variety and newness without making impulse purchases. This can make a huge impact in the long run, as the money you save from renting can be used to pay off debt, build an emergency fund, or invest in long-term financial goals such as buying a home or saving for retirement.
The Underconsumption Trend Explained
Have you seen the “underconsumption lifestyle” trend on TikTok? Personally, I’m a huge fan. Folks have been taking to the platform to showcase their minimalist consumption habits, including, but not limited to, their closets, beauty products, shoe collections, and more.
This trend, aka “Underconsumption Core”, highlights that you don’t need many material things to have a satisfying lifestyle. In the fast-paced culture of consumerism we live in today, we’re encouraged to always buy the latest thing, whether that be a water bottle or a viral blush. This trend resists the urge to buy something just because it’s supposedly all the rage. Additionally, it emphasizes that hanging onto something, even if it goes “out of style”, is the more responsible and sustainable thing to do. Take for example one woman who has had the same makeup bag since 2010. If it ain’t broke, don’t fix it. Ownership is over, my friends.
By renting clothing, you embrace this mindset of underconsumption by only prioritizing pieces that bring joy and value to your life. This intentional approach can foster a deeper appreciation for the things you have and the experiences you pursue. Plus, I like to think of renting as the gateway drug to how you can start underconsuming in other areas of your life besides clothing. Ladies, take this as your sign to not go out and buy that new bronzer at Sephora – you probably already have a similar one at home.
Get a Huge Wardrobe in a Tiny Closet
Many of our members are busy, working women who live in metropolitan areas, residing in homes that may have limited closet space. We especially hear this from our New York City renters, who often cite having to be extremely mindful of which clothes they hang onto to optimize storage. The good news is that with clothing rental, you can have a huge wardrobe while owning less. Unburden yourself, yet give up nothing.
Around here, we call our 30,000-square foot warehouse THE BIG CLOSET. Every member gets access to every single style in our enormous shared closet, regardless of which plan they have. With renting, you get to enjoy the reward of shopping unlimited styles without having to worry about taking up closet space. Rent up to 7 items at a time and reap the benefits of a constantly changing wardrobe without sacrificing storage.
Even if your wardrobe in your shoebox apartment can only fit a few things, there’s most likely space for a rotating collection of Armoire rentals. Work smarter, not harder, when it comes to looking fashionable and being practical.
Author Sylvie has worn 231 styles since committing to owning less one year ago.
Owning Less = Living More
After everything you’ve just read, are you compelled to unlock the freedom that comes with owning less? For myself, I’ve experienced a significant shift in mindset, moving away from the constant need to buy more and toward a more sustainable, financially savvy, and mentally liberating way of life.
Renting clothes has rewired my brain, reducing the psychological weight of ownership and freeing me from the endless cycle of buying and discarding. This change has decluttered my closet, bringing mental clarity and relieving the stress of decision fatigue. By embracing the rental model, I’ve also found increased financial freedom, allowing me to invest in experiences and personal development, rather than accumulating more material possessions.
The financial savings from renting have been substantial, providing me with more resources to allocate to other areas of my life, from basic necessities to enriching experiences. It’s a practical, sustainable, and financially prudent approach to fashion. The shift towards an underconsumption lifestyle emphasizes the value of having less and living more.
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