For generations, the Tuxedo has stood as a symbol of elegance—something reserved for weddings, galas, and milestone events. But while the look hasn’t gone out of style, the way people access it is changing fast. Rental tuxedo brands, once considered a last resort for groomsmen and prom-goers, are now at the forefront of a retail shakeup in the formalwear market. And they’re doing it in ways that few traditional players saw coming.
At the heart of this disruption is convenience. Instead of trekking to a department store weeks in advance and being pinned by a tailor in a backroom, consumers can now order a Tuxedo online, have it shipped to their doorstep, and return it with ease.
The question is: are they right?
The shift in consumer behavior
Formalwear has always been a tricky business. For most men, a tuxedo isn’t something they wear often enough to justify the investment. According to market research firm IBISWorld, the U.S. formalwear rental industry was valued at about $1.1 billion in 2023, and analysts expect steady growth as consumer preferences continue to lean toward rentals.
“Younger generations are approaching fashion differently,” says retail analyst Claire Davenport. “They prioritize access over ownership, whether that’s in cars, homes, or clothing. Formalwear is no exception.”
The rise of “rental culture” is undeniable. Just as companies like Rent the Runway disrupted women’s eveningwear by offering designer dresses for a fraction of the retail price, tuxedo rental brands are finding their own niche. For men in particular, who traditionally spend less time and energy shopping for clothes, the pitch is straightforward: no hassle, no long-term storage, no massive dent in the wallet.
Technology takes center stage
Another factor driving the change? Technology. Gone are the days of guesswork sizing and last-minute panic when the pants don’t fit. Rental tuxedo brands are leaning on algorithms, virtual fittings, and user-friendly apps to help customers find the right size without stepping foot in a store.
For traditional tux shops, this level of digital engagement is hard to match. “We’ve had grooms rent for their weddings without ever meeting them in person until the day they pick up their suit,” says an independent store owner in Chicago. “That would’ve been unthinkable ten years ago.”
Price disruption in a stagnant market
Of course, the biggest disruptor is price. Buying a quality tuxedo can easily set someone back $700 to $1,500. Rentals, by contrast, average between $100 and $200 for a full package—jacket, pants, shirt, tie, and shoes included.
That cost difference is reshaping the way men think about formalwear. Why spend thousands on something that will gather dust in the closet when a rental gives you flexibility? After all, fashion tastes change, waistlines fluctuate, and events are unpredictable.
“You don’t want to be locked into a tux you bought ten years ago when styles were slimmer or wider,” notes fashion columnist Marcus Lee. “Rentals let you update your look without committing to a long-term investment.”
What’s next for the industry?
Despite the success of rental brands, the question remains: will this model completely replace ownership, or is it simply carving out a niche? Experts believe it’s too early to say. High-net-worth customers still buy luxury tuxedos for black-tie events, and collectors see value in custom-made pieces.
But for the average consumer? Rentals are winning. And as technology improves and customer service gets faster, the appeal is likely to grow.
Some companies are even experimenting with hybrid models—allowing customers to rent first and buy later at a discounted price if they love the fit. Others are expanding into accessories, casual suits, and even subscription services for those who attend multiple events each year.
The tuxedo isn’t disappearing anytime soon. But the way people get one is changing rapidly. What was once an old-fashioned, often dreaded errand is now an app-based experience that can be done from the couch.
For the rental brands shaking up the market, the formula is simple: convenience, affordability, and flexibility. For traditional retailers, the message is equally clear—adapt, or risk being left behind.
After all, in a world where almost everything can be ordered online and delivered in days, is anyone really surprised that tuxedos are next?
