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Urban Outfitters is launching a clothing rental service that will compete with rent the runway.

The announcement has elicited a wide range of reactions, from people lauding the company for its innovation and sustainability,

to one observer who said, I don't want to wear clothing someone else wore.

Regardless, some people will, at least that's what Urban Outfitters is banking on.

This new service, called Newly, will cost $88 a month.

Subscribers will borrow six items a month from 100 different clothing brands.

Those will include Urban Outfititter's own products and fashion from

free people and anthropology, both of which it owns. The company also promises something rare,

...