The Thread Story: Luxe fashion at a fraction of cost

Is fashion just about flaunting new outfits? In today's world, with shifting trends and economic realities, fashion is about telling stories and creating experiences while being sustainable and affordable.

Embracing this change, platforms like The Thread Story offer a smarter alternative: renting premium outfits for just 10%-15% of their retail price, making luxury fashion both accessible and eco-friendly.

Rental fashion isn't new globally. It dates back to the early 20th century, gaining momentum during economic downturns and wartime, and flourishing with the rise of e-commerce in the 2000s.

The Thread Story is bringing it to Bangladesh in a unique way. Launched in 2020 by Alisha Alam and Sumana Sharmin, the platform initially operated online but expanded to physical outlets by 2024, allowing customers to browse and select outfits in person. 

"Many rental platforms exist in Bangladesh, but there was no dedicated rental brand for women. That's where our journey began," says Alisha. "For years, men's wedding attire was available for rent on Elephant Road, but women's rentals were lacking. We wanted to change that."

A key focus of The Thread Story is catering to bridesmaids. "Brides often spend lavishly on sarees, lehengas and jewelry, but bridesmaids seek more budget-friendly options. We cater to that need," adds Alisha. In addition to clothing, customers can also rent matching accessories, notably jewelry, shoes and handbags.

Curated collection

"Our primary customers are bridesmaids and their friends," says Miraz from the business development team. Corporate event attendees, particularly for gala nights, also frequently rent from them. 

The store offers outfits from such well-known brands as Nibir Fashion, Anzara, Khan Brothers, Aarong and Khut, alongside their in-house designs. "We want people to experience luxury fashion at a fraction of the price," explains Miraz. 

Rental prices start at Tk2,000 for bridal wear and Tk500 for sarees, which includes dry-cleaning and minor alterations.

"We have standard, platinum and exclusive collections," says team member Anika. "From Tk20,000 to Tk1,00,000 lehengas, we have something for everyone."

How it works

The Thread Story offers clothing rentals for 3 to 5 days. Rentals must be booked at least three days in advance, with the option for pre-booking up to 1 to 1.5 months ahead. A 50% advance of the rental price is required at the time of reservation.

Customers must provide a photocopy of their national ID and that of a guarantor. When the clothing is ready for collection, customers can either pick it up in person or opt for delivery. The remaining 50% payment is due upon collection.

Damaged outfits incur repair or replacement costs. "If a dress is completely ruined, we charge 50% of its original price. For minor damage, we only charge the repair fee," explains Alisha.

Rental charges range from 10% to 15% of the garment's price, covering dry cleaning and adjustments. Late returns incur penalties based on the garment's price.

Each piece of clothing has a specific rental lifespan, and The Thread Story ensures proper maintenance. No item is rented out for more than 10 to 15 times, and each garment is typically rented 3 to 4 times per month. 

"After being returned, the clothing is washed for two days, dry-cleaned and made available for the next customer," notes Alisha.

Investment opportunities

Beyond rentals, The Thread Story also offers an investment model. Investors can contribute as little as Tk10,000 and earn Tk13,600 annually. "We provide a 1% monthly profit, meaning Tk100 per month per Tk10,000 investment, plus a Tk1,200 bonus every six months," says team member Shova.  

Navigating fashion trends in Bangladesh can be challenging, as trends change rapidly, while inventory management is a constant struggle. "Double-booking a dress is a nightmare for customers. We're working on a software solution to prevent this," shares Alisha.  

Currently, The Thread Story operates with a 10-member team at its showroom in Dhanmondi Road 3, serving up to 30 customers a day. Due to space limitations, visits are by appointment only.  

"Each client requires at least 30 minutes, so we allow five clients per hour. Our website lets customers book slots in advance," says Alisha.

The Thread Story envisions becoming a true one-stop solution, offering not only clothing rentals but also makeup and photography services. The goal is to create a seamless experience where customers can access all of these services under one roof.