Amidst sharp rises in commodity prices, the demand for clothing subscription services is surging in Japan. These services let customers lease a range of outfits, matching the fashion-conscious yet price-sensitive demographics. The trend, resounding already in major cities, aligns with current shifts towards sustainable consumption and can significantly transform Japan's retail sector.

Japan's high cost of living and small living spaces make clothing subscription services a match for many. Moreover, it supports the Japanese cultural concept of "Mottainai," a sense of regret concerning waste when the intrinsic value of an object or resource is not properly utilized.

Similar trends are noticeable in the U.S. and EU, where clothing rental services have gained popularity amongst millennials and Gen Z. In these regions, the focus is also on sustainability and flexibility, coupled with a growing resistance against "fast fashion".