The Founder of HURR

Meet Victoria Prew

What made you want to launch HURR?
I've always been fascinated by tech and had watched the fashion rental market boom in the United States. We now live in a world where the sharing economy impacts all areas of our day to day lives - we share cars, houses and now, wardrobes. As one of the world’s most polluting industries, I really believed fashion was the next big industry ripe for disruption.

When you were younger what did you want to be?
An entrepreneur! I always dreamed about running my own company and had multiple entrepreneurial endeavours before launching HURR - although on a much smaller scale! 

What has been your favourite HURR moment to date?
Ellie Goulding rented her Christmas Day dress this year from HURR - it was a huge pinch me moment. 

What is your favourite item for rental on the website right now?
I've just requested to rent this Ganni sweater to keep me warm in January - I love the all over check print and think it's a really fun piece!

Who is the favourite person you have worked with?
I'll always be grateful to Venetia La Manna for being one of our first ever HURR Girls. I remember meeting her nearly three years ago and she was one of the first to champion the concept of rental within the UK! 

What is the best piece of advice you have ever been given?
Not to take no for an answer. I’m a big believer that when there’s a will there’s a way. We stuck to our vision and continued to build HURR long before the ‘sustainable fashion’ took centre stage. 

Which accessory or item of clothing is timeless to you?
Chunky vintage jewellery that will never go out of fashion. Susan Caplan is my go to and I also love discovering new brands on Etsy. 

Who or what is your ultimate fashion inspiration?
I get almost all of my fashion inspiration from the daily Who What Wear emails - they're great at finding ways to replicate trends without always having to buy new and their edit of second hand / vintage is the best on the market. 

Who is your ultimate business inspiration?
I'd have to choose Helena Morrissey (you should read her book "A Good Time to Be a Girl" if you haven't already!). She founded the 30% Club (a campaign for more gender-balanced boards) and was also the CEO of Newton Investment Management for fifteen years - with nine children too! 

If you had to wear one item of jewellery or clothing for the rest of your life what would it be?
A pair of stud earrings my grandmother handed down to me and gave to me on my 21st birthday - they're one of the few sentimental pieces I own and still cherish to this day. 

What trend do you predict will be the biggest in 2021?
Patchwork is going to be a big trend for 2021. You'll be able to easily intro this trend to your wardrobe in the form of patchwork dresses, flannels, jackets, and more.

What are 3 words to describe yourself?
Inquisitive, focused and upbeat!

What are 3 words to describe your brand?
Sustainable, disruptive and joyful.

What is the secret to success?
Understanding that the customer is king and investing in customer success in your business. Every CEO should time with their customer-service team to see where issues arise and seek to understand the biggest challenges they encounter. How can you not just deliver, but go above and beyond?

What advice would you give to future female generations?
80% has to be good enough. As females, we fret about perfection and perfection never exists. By fearing failure, you'll probably never take the leap into entrepreneurship.

What motivates you?
My team - I'm surrounded by people better than me, who challenge the way I think and the decisions I make. Even in lockdown, I continue to learn from them everyday.

Which 3 people would make up your dream dinner party?
AOC, Chrissy Teigen and Jane Fonda.

What are you grateful for?
At the end of the day, as long as you're healthy nothing else matters.

What is one thing everyone should do?
Can I say download the new HURR iOS App?!

What are you reading right now?
HBR's 10 Must Reads on Leadership

What is your spirit animal?

What are you most unapologetic for? 
Pushing the boundaries of women in tech. 

What is the best thing about having your own business?
I love how fast-paced running a startup can be - it’s easy to pivot and quickly execute ideas. 

What is the hardest thing about having your own business?
I’m yet to meet an entrepreneur that has a work/life balance! 

What is something you’re currently working on?
Relaunching our Selfrigdes pop-up when Lockdown ends. Expect a great Spring/Summer edit to rent in-store soon!

What will Hurr look like in 10 years time?
The future of fashion is a rented wardrobe - HURR will be your go-to rental platform for every occasion in your day-to-day life.