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Arts + Lifestyle

From The Desk Of… Victoria Prew, Founder of HURR

Victoria Prew is the Co-Founder and CEO of HURR, the home for circular fashion where members can rent their wardrobe, rather than buying all the must-have pieces.

Victoria champions the booming circular economy, has spearheaded rental fashion, and been a change-maker in Millennial and Gen-Z shopping behaviour. 

We caught up with Victoria to discuss all things HURR: fashion, sustainability, entrepreneurship, and more.


The Business

Tell us what motivated you to start HURR? What was the lightbulb moment?

As a millennial, I’m of a generation that doesn’t question shared ownership. First-hand, I’ve witnessed the rise of disruptive tech-first businesses such as Uber and Airbnb. We rent cars and houses, so why not our wardrobes?

What was your relationship with fashion before HURR?

I’ve always been a second-hand lover and an avid eBayer – so from a young age I’ve always looked for smarter ways to shop. I’ve definitely shifted from mindless, ad-hoc consumerism to conscious consumerism, and now only purchase pieces that I’ll wear over 30+ times.

What does sustainable fashion mean to you? 

For me, sustainable fashion is as simple as investing in quality over quantity, loving our clothes and wearing each piece we purchase multiple times.

How many countries do you currently operate in?

We’re UK only right now, but watch this space…!

How will you decide which country will be next to launch in?

Our international strategy is driven by our ever-growing HURR family including our customers, fashion brands, and retailers. I can’t say any more right now, but we’re building HURR as the global home for circular fashion.

Which are the most rented pieces on the platform?

Taller Marmo is having a serious moment on HURR. We’re loving their one-sleeve feather midi dresses.

And the most rented designers?

Loewe, Burberry, Aje and Nanushka.


The Founder

How do you start your days?

With an XL coffee and a dog walk.

What’s your go-to uniform?

A black midi skirt, structured blazer, and trainers.

Describe your workspace

Ever since watching The Minimalists on Netflix, I like my workspaces to be clear and clean. 

by Morgane Maurice

by Morgane Maurice

Define your aesthetic…

Contemporary, bold, and smart.

Identify something in your workspace that’s special to you..

A Smythson notepad that was a gift from my best friend, it’s almost too nice to use. 

What are your workplace essentials?

My Ocean Bottle reusable water bottle, iPhone holder and Airpods.

What is the most rewarding part of the job?

Meeting our HURR community IRL and hearing their stories about renting. At Fashion Week I sat next to a woman who had rented her wedding dress from HURR!

And the most challenging?

Focusing on the short-term whilst balancing where you want to be in the long-term when everything is urgent, all of the time.

What did you study in school or university?

I completed a Masters degree in Real Estate at Henley Business School….talk about a career change. 

If you were to write a two-line job spec for yourself, it would read as follows… 

Someone who can manage client expectations, team expectations, and go above and beyond.

What time of day are you at your most creative?

In the morning, before the HURR team get to the office.

Work takes you most frequently to.. 

Brasserie of Light restaurant in Selfridges – it’s my favourite meeting spot in London.

What’s your go to lunch order?

Pasta salad and another coffee. 

Where are you from originally?

I’m London born and bred.

What was your first job?

I worked in Customer Services for a property management company, it was a great grounding in management and expectation setting.

What first sparked your interest in fashion?

I’m driven by wide-reaching consumer behaviour change. I loved the idea that someone who had never rented before would have their first ‘ah ha’ moment on HURR and never look back. 

What first sparked your interest in being an entrepreneur?

I ran a tech startup as an undergraduate back in my university days that ended up doing very well, so the entrepreneurial seed was planted fairly early on. 

Do you have a mentor or inspirational figure that has guided or influenced you?

Absolutely – I’m surrounded by some of the most influential female founders out there, who help me every day. Sharmadean Reid and Grace Beverley to name two. 

What were some hurdles you had to overcome in the early days?

You’ll be told ‘no’ one thousand times over. At that point, it’s hard to trust your gut instinct. Always remember that no-one knows your business better than you do. 

What’s the most important business lesson you’ve learned?

80% has to be good enough. As females, we often fret about perfection but perfection never exists. By fearing failure, you’ll probably never take the leap into entrepreneurship.

The best advice you’ve ever received?

Not to take no for an answer. I’m a big believer that when there’s a will there’s a way. Stick to your vision, get started and build, build, build.

What are you working on right now?

We’re ramping up for our pre-Christmas peak season, launching rental on behalf of some of the biggest fashion brands and retailers in the UK.

What’s next for you?

Right now, I’ve got my head down and focused on building the HURR team and moving from startup founder to scale-up founder. I’m loving the transition but it’s a steep learning curve. 

What’s next for HURR?

My 7-year goal is to build the global home for circular fashion and become a unicorn business. We’re continuing to invest in our hybrid model – onboarding new fashion brands and retailers via our white-label SaaS service and of course, expanding internationally in the not-too-distant future.

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