British start-up The Devout has announced its launch as what it is calling the UK's first fashion rental subscription service, offering a monthly service to help counteract the throwaway nature of the fast fashion industry. The service launched on 18 June providing designer and everyday menswear and womenswear to rent every month. 

The Devout is calling on fashion brands and retailers to partner with it to help reduce the amount of unsold stock ending up in landfill. Each month users will choose five items and at the end of the month will have them swapped for five fresh items, at the monthly subscription fee of £79. 

Steve Bryant, founders of The Devout said: "Fashion will never and should never be the same again. There is a real opportunity to do fashion differently and for the better - moving away from an over-reliance on fast fashion towards a sbscription-based rental mode, where pieces are worn and returned."