Is it ridiculous? Remember: some people will buy pre-ripped and faded jeans. Don't ask me why, but they do. So maybe the premise of Bert van Son's Lease Jeans has potential:
Customers pay a one-off 20 euro fee ($27), covering shipment and admin, and then 5 euros a month for a year (80 euros in total). At the end of the contract, they have three options. They can send the jeans back. They can get a new pair, paying a reship cost and the lease fee. Or, they can choose to keep the jeans, paying another four months at 5 euro plus a further 20 euro deposit. That goes towards another pair, when they eventually need one. Since launching in January at a jazz club in Amsterdam, several hundred people have signed up.
Next up: underwear rentals!