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Jennifer Hyman pushed the idea of a clothing rental subscription toward the mainstream

Hyman is No. 63 on the Recode 100.

Jason Del Rey has been a business journalist for 15 years and has covered Amazon, Walmart, and the e-commerce industry for the last decade. He was a senior correspondent at Vox.

In a retail world dominated by fast, disposable fashion, Rent the Runway CEO Jennifer Hyman envisions a better way.

In 2016, her company introduced a $139 monthly subscription that offered women a rotating closet of high-end workwear to rent as an alternative to filling a closet with cheaper goods that may not last.

This year, the company launched a cheaper monthly subscription at $89 with some restrictions in exchange for a more accessible price point.

If the idea of a “wardrobe in the cloud” ever reaches mainstream status, we will look back at this year as a big reason why.

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