Entrepreneur Theodora Ntombi Makroti, from Gugulethu in Cape Town, built a dress-hire business after identifying a need among young women looking for matric dance dresses.
Her business offers dresses for matric balls, parties, events, photoshoots and other occasions, giving customers an alternative to buying outfits they may not wear again.
Makroti began collecting glamorous gowns and vintage dresses in 2024 while participating in its Remake Programme. She acquired one or two dresses at a time, gradually building her collection.
Makroti’s interest in fashion began in childhood. She would save money to buy dresses from factories in Salt River, then resell or alter them to suit her style. She later studied design at Boston College before putting her ambitions on hold to work.
The Covid-19 pandemic disrupted her events business when restrictions halted gatherings. She responded by sewing face masks before moving into table runners and napkins for event hire.
After joining the Remake Programme, she developed her pattern-making skills and returned to fashion design. She is now also looking at opportunities in the film industry, with the longer-term goal of developing a mobile wardrobe service for productions.
Turning fashion into a business
Fashion entrepreneur Tshilisano Denga, founder of Luzooy, has also explored clothing rental as a way to generate income from designer and customised garments.
Some of Denga’s custom-designed outfits cost more than R12,000, prompting him to consider how he could earn money from clothes he wore only once.
“I started by renting them out to my friends, and people started responding,” Denga said.
Luzooy’s collection grew to more than 250 pieces, according to his published profile.
His experience illustrates how entrepreneurs can build a rental business by testing demand and expanding their stock as interest grows.
Costs determine profitability
Although clothing rental allows businesses to earn income from the same garment more than once, revenue does not automatically translate into profit.
Entrepreneurs must account for garment purchases, cleaning, repairs, alterations, storage, marketing and delivery. Damaged clothing, late returns and changing fashion trends can also affect earnings.
Each garment needs to be rented often enough to recover its purchase and maintenance costs. Demand may fluctuate around matric dance season, weddings and other major events, making financial planning important.
Clear rental agreements, deposits, return policies and accurate sizing information can help reduce disputes and protect stock.
