Interview with Isabella West, founder and owner of Hirestreet – the UK’s first high street focused, fashion rental platform. Since launching in 2018, Hirestreet has given thousands of women the confidence that comes from having a new outfit for a fraction of the retail price.
Hirestreet is providing a sustainable route to fast fashion which is something I am really proud of.
Tell Us About Your Career So Far.
I started my career in 2014 as a strategy consultant in London. I worked for some amazing businesses from Selfridges to L’Oreal. This was a great basis from which to learn a lot of the skills that I use every day as an entrepreneur.
In those days, I remember living for the weekends. I was working hard during the week and I was guilty of buying a new outfit for every occasion. My weekly online shopping delivery was something I looked forward to.
At the time, I genuinely wasn’t aware of the environmental costs of this kind of consumption – and I do think I became a bit addicted to the confidence that comes with a new outfit.
What Led You To Start Hirestreet?
Fast forward two years and a combination of factors drove me to launch Hirestreet. Firstly, I knew my wear-it-once attitude was financially wasteful and after several attempts to resell outfits on apps like Depop, I started thinking about potential alternative consumption models. Secondly, there was an increasing amount of information starting to hit headlines around the ‘true cost’ of fast fashion.
My sense was that there were lots of women out there who, like me, had become somewhat addicted to fast fashion, who couldn’t afford to switch to more expensive sustainable clothing options, but were still worried about the environmental impact.
I started Hirestreet with a lot of my own wardrobe (with help from my brilliant friends and sisters). I just wanted to test the interest in the model. From day one the response we had was so positive that I haven’t looked back since.
What 2 Things Do You Do To Build Your Confidence?
Confidence wise the biggest thing I struggle with is imposter syndrome. I often have to attend meetings where I am the only female, and at 25, I’m also the youngest in the room.
Before these meetings I always try and build my own confidence by thinking of everything Hirestreet has achieved to date. In 12 months, we have done so much more than I ever could have imagined and running through these key wins really helps.
I think the other key thing for confidence is perspective. When you run your own business there are huge ups and downs. It’s so important to be able to look at each challenge in isolation so that it doesn’t overwhelm you.
How Do You Deal With Setbacks?
Setbacks will happen, but when you look at the bigger picture they are much easier to deal with. For me the bigger picture is that I have an amazing family and group of friends that support me and that’s the most important thing in my life. It helps me keep all the stresses of an entrepreneurial life in check.
What Has Been Your Biggest Life Lesson So Far?
If you aren’t in love with your life, then change it. I always knew I wanted to be an entrepreneur, and I had the idea for a version of Hirestreet when I was 17, but it took me years to actually dare to do it.
As a risk-averse person, I was constantly telling myself that ‘now wasn’t the right time’ – because yes it was a scary move stepping away from my safe job and all my friends living in London. However, I now feel so much more fulfilled.
I always used to see Instagram quotes about this kind of motto, and I remember thinking, with much frustration, ‘that’s so easy to say’. My advice is to make changes gradually. There is nothing wrong with dipping your toe in. No-one is expecting you to change everything at once. For me, I started Hirestreet while I was still working so I could understand the market potential without too much risk.
What’s Your Purpose In Life?
Oh wow – this question instantly makes me overthink. I have changed so much as a person even in the last 10 years that it doesn’t make sense to me to think about a ‘life purpose’.
If I think more short term what I love about what I do is the fact that Hirestreet is able to give thousands of women the confident feeling that comes with a gorgeous new outfit, but for a fraction of the retail cost and in a sustainable way.
At the minute we are focused on occasion wear but as we look to expand the service it’s really exciting to think how many lives we can impact and the potential that we have to revolutionise fashion in the UK.
How Do You Balance Work And Life Responsibilities? How Do You Relax?
I have to be honest here, I am pretty rubbish at this. I am a workaholic. Most days don’t feel like work as I love what I do. It is very hard to switch off, but that is a choice I make because I am so focused on growing the business.
I think it’s really important to know what matters to you and to ensure you make time for it. For me this is socialising with my friends and family. I don’t mind working late a couple of nights a week if I have something booked in to look forward to.
I also find running great for clearing my head. So I try and build this into my week as much as possible. If that fails, I find a glass of blush rosé to be just as effective.
Random Life Tip?
Wear matching underwear. Honestly this sounds superficial but it’s so empowering to start the day feeling like you’ve got your life together.
What Advice Would You Give The Next Generation Of Girls?
Take advantage of every opportunity and support each other. I honestly don’t think there’s ever been a better time to be female. All around us there are amazing examples of women absolutely killing it in their respective areas. Doors are opening that historically haven’t existed. Find a network of women who build you up and set yourself goals that seem scary at first.
Photo of Isabella West, wearing Zara Black Lace Jumpsuit, £12 to rent.
If you have enjoyed this interview, why not also read our interviews with Kate Pankhurst, author and illustrator or Lisa Reddings, designer and owner of Indigowares.
