Trent puts the focus on new emerging designers for its fashion rental model

Barcelona stands as a fashion city, and not only in terms of design, but also in innovative projects ranging from new materials to disruptive forms of consumption. In this context, Trent is framed, a platform that redefines access to luxury fashion and exclusive garments, with a model based on the rental of pieces by emerging designers and international cult brands.

The platform, launched in Barcelona in 2022 by Laia Cuscó and Alejandro Assens, acts as a global showcase for emerging designers and an alternative to fast consumption, with a model that artists such as Rosalía, Karol G, and Julia Fox have resorted to. After three years operating and incorporating new designers and clients into its platform, Trent has recently made its leap into physical retail with its first establishment, which opened its doors in the Born at the end of May. To have a good assortment of products and be at the forefront of fashion, Trent permanently focuses on seeking new talents and emerging designers to continue enriching the platform, as evidenced by the fact that they travel four times a year to Paris.

Despite its Barcelona seal, Trent's origin is located very far from the Catalan capital. Cuscó and Assens met on an exchange program in Colombia in 2018. "Laia is passionate about fashion, and she was surprised by the offer of artists, artisans, and brands that were making their way in Bogotá." All of that generated "the buzz of setting up something in Barcelona, that would bring together artists and emerging designers in one place."

After returning to Barcelona as a couple and after working a couple of years in their respective sectors, they decided to revive that idea that emerged in Colombia. "We started to investigate, and we saw that the rental format worked well in the United States and the United Kingdom," Assens recalls.

That's how they began to draw up a project that "combines the world of emerging designers with innovation and sustainability." Since the idea emerged until what Trent is today, the project has been shifting and growing: "We started with emerging designers in 2022, with a quite daring bet, and we ended up focusing on artists, musicians, and stylists."

But they wanted to go further: "We wanted to bring Trent closer to ordinary people and make renting a habit." Thus, without giving up that customer base they began to build since 2022, the platform began to introduce small changes so that both models could coexist. With this objective, it began to include dresses and accessories for celebrations and ceremonies: "We have been balancing both categories."

This path has now reached a new milestone, with the opening of its first physical store, in which they have included both consolidated and emerging brands. "It has brought us different types of target", from tourists who go to buy to locals who rent clothes for events, as well as artists.

For all of them, they offer various modalities: the purchase of items, occasional rental, or the monthly plan for regular users, which includes three to seven garments that are rented for a month. For occasional rental, the user pays about 15% of the price of the garment, with which they can have it for four days.

Trent also operates without borders, as it sends its items all over the world —and then collects them again in the case of rental—. The company, which for now does not disclose its turnover or the investment required to get started, now aims to consolidate its store in Barcelona and its clientele. To do this, it plans to expand its staff, now made up of the two co-founders and a creative director.

"The forecast is to consolidate ourselves over the next two or three years, and then we plan to open a second store, surely in Spain," explains Assens. In parallel, they constantly work to expand their product range: "We are always looking for new designers."