Limerick native Eve Lawler is playing a big role in the future of Irish fashion, and she’s doing it sustainably. The 25-year-old entrepreneur is the founder of Circular Style Club, a fashion rental business that allows people to find outfits in a clever, sustainable way.
“I grew up in a very entrepreneurial house,” Eve says. “Both of my parents have always worked for themselves, so I don’t think I ever imagined doing anything different. Having my own business felt like a given.”
Her fashion journey began during her studies at the University of Limerick while she worked part-time in Brown Thomas.
“That’s really when my love for fashion took off,” she explains. “I was a self-proclaimed shopaholic who felt the need to have a new outfit every time I went out, and still do, but after a while, the guilt and the expense started to catch up with me.”
Her love for style inspired her to begin her business, Circular Style Club.
“I knew there had to be a smarter, more sustainable way to enjoy fashion without giving up that excitement. Renting felt like the perfect middle ground, it lets you wear beautiful designer pieces while avoiding the guilt and cost of buying something you’ll only wear once,”Eve says.
The growth of Circular Style Club
Circular Style Club began with just 25 pieces and gradually grew with more options for pieces and sizes.
The website now has over 150 rental pieces available for weekly rental as Eve exclaims, “our amazing online community has grown from zero to over seven thousand followers on Instagram in the past year and a half.”
Eve has recently introduced a ‘Rent Through Us’ scheme, “customers can message us to list their own items for rent; perfect for special pieces they’re not ready to part with but want to make some money from.”
Circular Style Club has collaborated with local venues, such as the Crescent Shopping Centre and the Milk Market, which has increased the business’s visibility.
“Pop-ups have been an amazing opportunity to allow customers to try on pieces before renting. They also help build brand credibility and community with a physical touchpoint for my Circular Style Club girls.
“For me, it’s about creating a space where customers feel supported and encouraged when they choose the sustainable, smart option of renting fashion.”
The Irish Fashion Scene
Eve noticed a gap in the Irish fashion market for a rental business; “When I started looking into fashion rental, I realised there were very few options in Ireland for women who wanted to rent something special rather than buy it.”
With renting being a more common option for the male population, Eve wanted to expand the horizons for Irish women too; “I wanted to create something that made sense for Irish women: convenient, nationwide, and accessible. After all, men have been renting tuxedos for years, so I think it’s time the ladies got in on the rental scene too.”
Eve has noticed a shift in people’s shopping habits and their awareness of how their choices affect our planet, “You can wear a designer dress for a fraction of the price, and it’s better for the planet.
“For every 25 dresses rented, roughly the same carbon emissions as a round-trip flight to Greece are saved. Every rental genuinely makes a difference.”
Eve’s mission is to be a part of that change, “It’s all about styling what you have and showing that sustainable fashion can be fun, exciting, and convenient. It’s about normalising renting and helping people enjoy fashion responsibly.”
Designers and brands
“I love sourcing fun, unique pieces from a mix of designers, not the classics that people can invest in themselves. More like one-of-a-kind special occasion pieces. It gives customers access to statement looks without the commitment.”
Having a range of unique pieces is essential to Eve’s vision for Circular Style Club. She loves working with emerging Irish designers as she says, “It’s a win-win: customers get to wear amazing bespoke Irish design and one-of-a-kind Irish pieces, and designers gain visibility and income.”
Circular Style Club has already worked with and stocks some amazing local names like Aoife Mc Namara (Aoife Ireland), Róisín Heffernan (Soro Designs), Marie Keane (Clouds in My Coffee) and Katie O’Flynn (Holiday Crochet Bags).
One of Eve’s goals is to make designer fashion accessible by removing the barrier of a huge price tag.
“Fashion should feel fun, inclusive, and empowering; there’s no judgement here, and we’re not pricing anyone out like some designer shops can. It’s also about taking back our power as consumers.
“The idea that 50 women can share one designer bag or dress and still feel amazing in it shows that style doesn’t have to come at the expense of the planet or your wallet. That’s exactly the kind of environment we aim to create.”
Eve Lawlor’s advice to aspiring entrepreneurs
“Start now. Don’t wait until everything is perfect because that moment may never come. Start small and iterate, stay consistent, and learn as you go. Lean on your strengths, ask for support when needed, and most importantly, stay true to your ‘why?’
“Passion and persistence will carry you through the challenges, and the satisfaction of creating something meaningful is so worth it.”
Eve has added a special discount for UL students with the code UL10 over on her website.