Now he has finally launched Reserve in it's final form, with vendors across Toronto, New York, LA and Chicago.Lexson MillingtonOver the June 24th weekend this year, Abul Ata and Millington scheduled back-to-back photo shoot sessions for hundreds of creatives to style models using Millington's massive 1,200-piece inventory, as well as collection of women's garments from local independent designers.
The event was a real life example of how the Reserve web app functions: by providing a single destination for editorial clothing rentals. There are two sides to the app, renting and listing. Vendors , have full control over their listings, from the daily rental rate, dry cleaning fee, and security deposit, to length of rental time. It's not an automatic transaction, so if a stylist puts in a rental request, the vendor can approve or deny as they see fit.
Renters are typically industry individuals, photographers, stylists, producers or directors, who require clothes for fashion projects. They can easily browse listings by city, category, designer, size, or colour, and save them for when they're ready to book. Once a rental is secured, they can retrieve it from the designer's pickup location.
As of now, the Reserve inventory is predominantly archival designer menswear but Abul Ata is working to fulfill more womenswear as well. His hope in the coming months is to secure users and investors alike in order to grow Reserve to its full potential.
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