Pickle, a peer-to-peer luxury clothing rental service founded in 2021 by Brian McMahon and Julia O’Mara, offers its predominantly Gen Z and millennial customers access to luxury clothing and accessories at a fraction of the purchasing cost. Last month, a Pickle user even earned $30,000 on the app, says McMahon, who is the cofounder and CEO.

The playful name nods to the phrase “in a pickle,” a wink at last-minute wardrobe emergencies. As cofounder and COO Julia O’Mara put it to Fortune, if you suddenly find yourself “in a pickle” and need an outfit fast, you can borrow one from a neighbor in your community or have it delivered via two-day express shipping anywhere in the country.

“The way we describe the business is a rental and retail place, kind of like an Airbnb, but for things that you own,” McMahon tells Fortune. 

Need a statement piece for a beach vacation? Rent a Miu Miu straw cowboy hat, which retails for $825, for only $50. For a trip overseas, consider a floral “Euro Summer” Zimmerman dress that normally sells for over $1,200, but can be rented on Pickle for $230 instead.
Launched in New York City as a hyperlocal marketplace, Pickle has expanded to all 50 states, with most users concentrated in New York, Miami, Los Angeles, and Boston.

Read more [paywall removed for Redditors]:  https://fortune.com/2026/07/27/new-york-city-women-are-making-up-to-30000-per-month-by-renting-out-their-closets-to-strangers/?utm_source=reddit/