Severe environmental impact from the clothing industry, in every step of the life cycle for garments, can be seen in many places on our planet. There is an urgent environmental need to change the current system of the clothing industry. This project investigates the customer perspective on renting clothes, more specifically clothes for outdoor activities. The research project aims to develop a better understanding and a greater knowledge of customer perspective toward renting clothing for outdoor activities, to be able to develop a more customer-focused rental business model in the industry. Thereby, a more sustainable consumption choice could be easier accessible and more appealing to customers. This research is done through a primary data collection with a survey answered by customers to the outdoor company Haglöfs, in a store based in Stockholm, together with secondary data as literature on clothing consumption, a sustainable clothing and textile industry, social practice theory, product service systems among others. The data collection is analyzed through a conceptual framework of the social practice theory and a proposed implementation with the Plan-Do-Study-Act-cycle ispresented. The result of the data collection in the material dimension is that beginners or people being average in their outdoor activity are more likely to rent their outdoor clothing than people being experienced in their outdoor activities, because of logistic and economic reasons. Previous studies also argue owning their clothing in this group is more sustainable too, due to the high climate impact from transportation in the rental businessmodel. The rental needs to be easy and accessible and the result points out that a physical store and paying per product is the most wanted renting model, and physical stores near the planned activity are preferable both for the customer who rents the clothing from a logistic perspective, but also in an environmental perspective with a decrease of transportation. In the meanings dimension, the result shows that the respondents see the benefits of the rental model, either for themselves or for someone else, and that if the respondents rent their outdoor clothing, they want to inspire their friends to do the same in the future. Looking at the competence dimension, the bigger part of the respondents does have the knowledge to make a more sustainable choice of clothing for their outdoor adventures. This study concludes renting outdoor clothing is beneficial both in the social aspect as well as the environmental aspect if the renting is offered in specific ways. Environmentally, if the renting can be done with little to no needed extra transportation and decrease the need of customers buying new clothing that is not used to its full capability. Socially, beginners and people being average in their outdoor activity, and people who do not use their outdoor clothing regularly, can benefit from having nature and the outdoors easier accessed when the clothing needed for these activities is easier accessed.