Moss Bros aims to become the Netflix of fashion as it launches monthly subscription service

It may be ideal for men who want to be at the cutting edge of fashion at the mere push of a button – quite literally.

Moss Bros has started a monthly subscription service for renting casual and formal wear, letting men choose clothes to store in their own virtual wardrobe.

Bosses at the suit retailer hope the £65-a-month ‘Moss Box’ can be the Netflix of clothing. 

The service lets customers choose two items from more than 180 products including chinos, jeans, shorts, jumpers, roll necks, waistcoats and tailoring from brands such as French Connection, Barberis and Ted Baker

The Moss Box service is thought to be the first of its kind for men in the UK. It sees the company move away from its traditional heritage of formal wear

The service lets customers choose two items from more than 180 products including chinos, jeans, shorts, jumpers, roll necks, waistcoats and tailoring from brands such as French Connection, Barberis and Ted Baker.

They can swap them an unlimited number of times. And if a customer finds what the store calls ‘a keeper’, they can buy it for up to 50 per cent off. 

Chief executive Brian Brick said: ‘I had the idea about four years ago because I felt we were seeing Generation Rent – Airbnb, Zipcar, Rent the Runway… a generation coming through that didn’t want to gather and collect things.

‘I thought if people didn’t own their wardrobe but revolve it, would that be something they wanted?’

He added that the pandemic has seen a shift to sustainable fashion and away from a fast-fashion culture. An estimated £140million of clothing is disposed of by Britons every year. According to Global-Data, the UK rental market value is expected to hit £2.3billion by 2029.

The Moss Box service is thought to be the first of its kind for men in the UK.

It sees the company move away from its traditional heritage of formal wear and towards the casual market, with a new dress-down culture expected in offices.

Mr Brick added: ‘I think the biggest change is going to be from fast fashion to slow fashion. I think this whole fast fashion is going to be beaten back by sustainability.

‘When people started talking about sustainability in some cases, I think it was a little bit of marketing speak, but I think it’s real now.’

The new service from Moss Bros will be launched in partnership with CaaStle, a leading rental technology platform in the US.

It sees the company move away from its traditional heritage of formalwear and moving into the casual market, with bosses expecting to see a new dress-down culture in offices.

Mr Brick said: ‘I think there will still be an element of people who go in and wear a jacket or a suit (but) I think there will be less people wearing suits for business.’