Young entrepreneur, Marley Alles, is redefining the fashion industry with her peer-to-peer wardrobe rental app, rax, that was developed upon discovering the ethical, environmental and social reality of the fast fashion industry. With consumer preferences shifting, disposable income shrinking, and a make, take, waste linear economy of fashion having significant environmental impacts, she identified a category-defining solution that turns consumers’ greatest expense, clothing, into a strong asset. But she knew a good idea and strong business model can only get you so far. So many startups fail because they don’t have access to capital. That’s where Coors Original and its Legacy Lift grant comes in. This past August, Marley took a leap of faith and applied for Coors Original’s Legacy Lift grant, and it paid off after she was announced the winner of the $40,000 in funding just last week. We chatted with Marley to learn more. —Noa Nichol
When did you launch rax? What niche were you/are you aiming to fill?
rax was launched in December 2022. The fashion industry is a legacy industry that hasn’t kept up with consumers changing preferences shifting towards access vs. ownership (think event or trendy pieces!) and people are looking for more sustainable ways of consuming fashion that don’t break the bank. We’ve seen this blow up in recent years due to the sharing economy with disruptors like Airbnb, Spotify and Uber. rax is shifting the narrative that waste has to be at the heart of fashion by allowing people to leverage what is already in our own homes vs. buying new. Consumers will never stop wanting new clothes to stay on trend and feel amazing. But what can change is the way that it’s done, by renting vs. buying. In essence, rax’s niche is centered on sustainability, affordability, inclusivity, entrepreneurship, and environmental responsibility within the fashion industry. It offers a unique platform for users to make conscious fashion choices, connect with a diverse community, and contribute to a more sustainable and ethical world of fashion.
What products/ services do you currently offer, and what makes them unique?
As a peer-to-peer wardrobe rental app, rax allows users to rent clothing items from other users’ wardrobes. This can include a wide range of items such as dresses, bags, accessories, and more. Lenders can list their own clothing items for rent in just a few minutes turning their wardrobes into income-generating assets. Borrowers search for specific clothing items or browse through categories, styles, and occasions to find items they want to rent. They then request to rent an item for a specific period and timeframe and either pick up the item locally or get it shipped.
What were some of your biggest challenges/ hurdles in getting your startup off the ground?
Launching a startup in a pioneering category like peer-to-peer clothing rental brought forth several formidable challenges. First and foremost, we had the task of not only introducing our brand but also educating the public about the novel concept of fashion rental. Many potential users were either unaware of or had misconceptions about how fashion rental actually works. Furthermore, our business model aimed to steer consumer preferences away from the conventional practice of purchasing clothes. This required not just marketing our platform but also orchestrating a shift in mindset, challenging the status quo of the fashion industry. The daunting journey of building a marketplace-based business posed a dual challenge: securing both supply and demand. The delicate balance between the number of items available for rental and the interest from prospective renters demanded meticulous planning and execution. Lastly, we confronted the financial reality of app development costs. To overcome this obstacle, we adopted a lean approach and launched with a minimal viable product (MVP) through a no-code platform. However, upon launch the app was slow and laggy providing a negative customer experience. We’ve taken these learnings and are now building out a fully coded app coming this winter!
How did Coors Original and its Legacy Lift grant help you?
The Coors Original Legacy Lift grant has been an invaluable catalyst for our journey. This initiative brought together a remarkable cohort of driven and inspirational founders from across Canada, creating a vibrant community of like-minded entrepreneurs. The experience of learning from each other, sharing insights, and drawing inspiration was truly transformative. Hearing about Coors Original’s own humble beginnings, a foundation built on sheer grit and unwavering determination served as a powerful reminder that even the most successful ventures start from humble roots. We’re extremely grateful for Coors Original for providing us with a platform to not only showcase rax but also to share our entrepreneurial journey. This exposure is immeasurable in its impact, opening doors to new opportunities and connections. In the world of startups, access to capital is often the make-or-break factor. Winning the $40,000 Legacy Lift grant has been a game-changer for rax. These funds have paved the way for us to finalize the development of our new app, a critical milestone in our journey. Additionally, the grant enables us to effectively market the app upon launch, ensuring that our innovative solution reaches a wider audience. Coors Original and its Legacy Lift grant have empowered rax to surmount the capital barrier, accelerating our growth, and propelling us toward our vision of revolutionizing the fashion industry while fostering sustainability and entrepreneurship.
Any tips/ advice for other entrepreneurs?
I think we’ve all had moments where we think of an idea and say “we should start that!”. But what separates those that actually take the leap? Before starting rax I thought, why would I be the one to start rax? I don’t have any experience in fashion or app development.” But if everyone thought that way, the world would never have a new company again! My biggest advice is to just do it! Remember that taking the leap to start your company is a remarkable achievement in itself. Embrace the adventure, stay resilient, and keep your eye on the long-term vision. Your entrepreneurial spirit can lead to transformative change and bring your dreams to life.
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