What do you get when indie brands collide with experimental edge? Hyper-new trends that belong in your closet—on Nuuly, of course.
Following consumer demand for fresh finds from diverse designers, the URBN-owned rental and resale platform has launched Nuuly_Labs: an “IRL test-tube” program dedicated to championing minority-owned and independent brands.
“We’re genuinely passionate about creativity and independent designers,” Sky Pollard, Nuuly’s head of product, told Sourcing Journal. “There’s something really inspiring about people who are building their own path, pushing boundaries and telling stories through design in such unique ways and are also aligned with our core values.”
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Considering the current climate—one where economic challenges are high and designer access to resources is low—the Zero Waste Daniel collaborator said this was a natural next step.
“It’s not just about supporting new talent, but also about learning from each other, creating space for voices that deserve to be heard, listening to our customers on the type of brands they like to support and wear,” Pollard said. “We grow by collaborating with people who see the world differently, and that’s what keeps Nuuly fresh, relevant and constantly evolving.”
The lab’s first wave includes Degen, a craft-forward brand redefining the art of hand-knitting with an unconventional approach; Fang NYC, a gender-expansive line exploring the dichotomy between femininity and masculinity; Boyko, a women-run company that is domestically produced at an ethical facility in Los Angeles focused on self-expression; and House of Aama, a mother-daughter duo exploring the folkways of the Black experience with timeless, nostalgic, archival-informed designs.
“We’re inspired by the passion, perspective and bold creativity that emerging designers bring to the table; they often take risks and express ideas that feel fresh and relevant; supporting them isn’t just about giving back, it’s about staying connected to what’s next,” Pollard said, noting support comprises a “well-rounded program” spanning marketing, social media, press outreach and creative styling on the platform.
The goal is pretty simple: give emerging brands the tools and visibility needed to grow.
It’s one of the major reasons Nuuly Labs is configured to specifically work with smaller brands that can’t yet handle the group’s typical large-volume orders or stringent vendor requirements. While these requirements are something that URBN requires (meaning Nuuly does as well), in the specific case of Nuuly Labs, the team helps designers navigate these requirements and will sometimes loosen them up for these brands on the program.
“We also spend a lot of time with brands working through their margin structure to make sure they are building for success if they are trying to scale a wholesale business.” Pollard continued. “We have also been asked for a lot of advice throughout the process of working with these brands—whether it be regarding the customer, the business landscape or how to grow a brand.”
Internally, that looks like negotiating more flexible payment terms—sometimes shorter deadlines or an “upfront deposit on our orders so that brands can go out and afford to pay for raw materials to make our orders,” she added. Alternatively, Nuuly offers exceptions on things (like ticketing or packing lists) to “help brands as they build their wholesale muscle.”
By collaborating with each designer to curate renter-friendly styles likely to resonate with Nuuly’s Gen Z and millennial customers—aka those with conscious consumerism top of mind—URBN’s profit driver can, in turn, tap into the zeitgeist and stay connected to what’s next.
In determining what designers would be a good fit for the lab—as opposed to the platform’s more traditional relationship dynamic with brand partners—Nuuly looks for those with a “distinct creative vision and a strong desire to grow through collaboration,” per Pollard. The team landed on this trio for the lab’s first wave through a “thoughtful selection process that balanced creativity, vision and alignment” with the company’s program goals.
“We look for brands that align with our core values of inclusivity and circularity and that resonate with fashion-forward renters seeking the next cool, emerging designer,” she said. “Each designer brings a distinct perspective and resonates with our audience, so it was truly a perfect fit.”
For Fang NYC, the gender-expansive brand’s relationship actually began through Urban Outfitters, as the retailer was the first within the URBN umbrella to partner with Fang Guo’s 2021-born namesake label. It’s been a “great experience,” the designer said.
“They’ve been incredibly supportive—it’s clear they genuinely care about uplifting and advocating for emerging designers,” Guo said. “That spirit of collaboration made the transition into the Nuuly Lab program feel like a natural next step.”
For Lindsay Degen—an existing Nuuly fan interested in subscribing to style her sweaters—the opportunity to collaborate was serendipitous. The knitwear designer’s namesake label, Degen, is a craft-focused, irreverent brand celebrating artisans and sharing their stories; the lab collab was pretty on point.
“I love to see that the reviews of our pieces reflect the high level of craftsmanship—seeing feedback from Nuuly customers on fit and materials has been incredibly helpful,” Degen said. For Spring 2025, the collaborator’s inaugural lineup features three pieces: a butter-yellow knit tee, an all-season cardigan/jacket in the shade “Breeze,” and a color-blocked waffle-knit tank.
“I was thrilled with these picks because they’re all incredibly wearable. I couldn’t wait to see how Nuuly customers would style them with the rest of their wardrobes,” Degen said. “And, of course, butteris the color of the season.”
Guo, too, has found success.
In their inaugural partnership, Nuuly chose three pieces from Fang’s Spring/Summer 2025 line: two knits—a tank and a dress, each with a signature square neckline detail that’s “become a staple of our design language,” per Guo—and a woven faux-leather style. By blending core knit designs with a contrasting leather-look piece, Guo continued, Nuuly likely selected these pieces to highlight the brand’s range and offer customers a versatile selection of fabrics and silhouettes.
The founder and creative director has seen an “enthusiastic response” from shoppers and renters on social media, with fans tagging the knitwear-focused designer to “express genuine excitement about discovering or being able to rent Fang NYC” through the program.
“I’ve even received screenshots from friends-of-friends who were surprised and thrilled to see our brand on the platform,” Guo said, hoping for continued word-of-mouth momentum among Nuuly’s some 380,000-subscriber customer base. “In the long run, we see this program not only driving retail interest but also helping shape perceptions of Fang NYC as an accessible, forward-thinking brand that belongs in everyday wardrobes—not just on runways or in niche spaces.”
