Customers at the H&M Mitte Garten store will be able to scan a selection of products with their smart phones in store. The care labels with a unique QR code, give access to full transparency of the items journey. For the first time, H&M Mitte Garten customers will be able to track multiple individual timelines of their products at the item level, tracing the product journey on blockchain, even allowing customers for example to add memories and stories to the garments by uploading their looks. With one click, the garment is booked and paid – and ready to be worn.


“I am very excited to exclusively try out this blockchain based rental service in our Berlin Mitte Garten Store. We have a unique community and customer base – they love to explore new things, to experiment with their style and looks in a fashion-forward, sustainable and affordable way. ” says Stiliana Stoyanova PR & event manager Mitte Garten.

When the garment is returned to the H&M Mitte Garten Store, it will be checked, cleaned and prepared for the next rent. The service is based on the "SPIN" circular fashion platform from lablaco. With this collaboration H&M Mitte Garten and lablaco want to explore the potential of renting services within the new connected and digitized circular fashion industry.

“It’s been a great honor and a fun experience working together with the H&M Germany team, that allowed us to really learn and co-create the first of its kind IoT rental solution and to test its potential to digitize rental in the fashion industry.” says Lorenzo Albrighi, Founder and Co-CEO of lablaco.

Influencer Nubian Smith, Elisa Schenke and musician Emily Roberts are the ambassadors for the service showing the fun and flexibility rental pieces can bring to one's wardrobe.
Sony Artist Emily Roberts will also do an exclusive concert the H&M Mitte Garten Store on the occasion of the project.

“Each garment has unique stories. We can’t wait to see how H&M Mitte Garten community will create stories by “SPINning” their fashion.” says Eliana Kuo, Founder and Co-CEO of lablaco.

The rental service will be available from October 12th 2021 until the end of the year. During this period there will be different collections available for the customers to rent. The first collection will compromise 12 different fashion pieces. The rental period ranges from 5 days to 3 weeks. The price per piece ranges from 5 EUR to 9 EUR per day. The account for SPIN is free of charge.