Pedestrians walk past the Fifth Avenue store owned by H&M. Photo: Kathy Willens / AP

Fashion rental service Rent the Runway is upping its game; the company is looking to expand to rural America with physical stores, and replace full wardrobes instead of being used for only special occasions, per Bloomberg.

"I want to put H&M and Zara out of business," CEO Jennifer Hyman told Bloomberg. "I don't want to...I plan to."

Why it matters: More than 50% of Rent the Runway's customers live in rural America, per Bloomberg, but customers use it mainly for occasions like weddings or graduations. The company does offer new subscription services — the unlimited plan offers four rentals at a time for $159 a month, while another plan offers four rentals a month for $89 — the company isn't taking hold outside cities for everyday wear. A.T. Kearney analyst Manik Aryapadi told Bloomberg that consumers' "way of thinking" around their wardrobes would need to change for this to catch on.

Go deeper

Updated 45 mins ago - Politics & Policy

Tim Scott says Trump "misspoke" when he told Proud Boys to "stand by"

Photo: Bonnie Cash/Pool/AFP via Getty Images

Sen. Tim Scott (R-S.C.) told reporters on Wednesday that he believes President Trump "misspoke" when he told the far-right "Proud Boys" group to "stand back and stand by" in response to a question about condemning white supremacy at the first presidential debate.

Catch up quick: Moderator Chris Wallace asked Trump on Tuesday, "Are you willing, tonight, to condemn white supremacists and militia groups and to say that they need to stand down?" Trump asked who specifically he should condemn, and then responded, "Proud Boys, stand back and stand by. But I'll tell you what, somebody's got to do something about antifa and the left."

Updated 53 mins ago - Politics & Policy

Commission on Presidential Debates wants changes

Photos: Jim Watson and Saul Loeb/AFP via Getty Images

The Commission on Presidential Debates announced Wednesday that it plans to implement changes to rules for the remaining debates, after Tuesday night's head-to-head between Joe Biden and Donald Trump was practically incoherent for most of the night.

What they are saying: "Last night's debate made clear that additional structure should be added to the format of the remaining debates to ensure a more orderly discussion of the issues," the CPD said in a statement.

Trump says he doesn't know who Proud Boys are after telling them to "stand by"

President Trump told reporters on Wednesday that he doesn't know who the Proud Boys are, after saying at the presidential debate last night that the far-right group should "stand back and stand by" in response to a question asking him to condemn white supremacists.

Why it matters: The comments set off outrage and calls for clarification from a number of Republican senators. After being asked several times on Wednesday whether he will condemn white supremacy, Trump responded, "I have always denounced any form — any form of any of that, you have to denounce. But I also — Joe Biden has to say something about antifa."

Get Axios AM in your inbox

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Subscription failed
Thank you for subscribing!