At 2nd Lane, we're redefining the way luxury snow fashion is experienced — combining high-performance style with sustainability and accessibility through a seamless rental model.
Our curated collection of premium designer ski and snow wear allows customers to enjoy the best in winter fashion, without the need for ownership. Whether you're planning your first snow trip or you're a seasoned skier, our rental platform gives you the freedom to explore, perform, and look your best — on and off the slopes.

A New Way to Experience Luxury
We believe luxury fashion should be both responsible and accessible. By choosing to rent instead of buy, you're joining a growing movement that values smart consumption, reduces waste, and embraces circular fashion — without sacrificing style or performance.

Our Business Model: B2C & B2B

B2C – For Individual Adventurers
We provide direct rentals to snow lovers across Australia — from city to summit. Customers can browse online, select dream looks, and have them shipped directly to their door, ready for their next winter escape.

B2B – For Stylists, Hotels & Events
We partner with stylists, luxury resorts, and travel/event operators to offer custom wardrobe solutions, curated fashion for shoots, and exclusive rental packages. Our B2B service is ideal for brand collaborations, boutique experiences, and elevated group styling needs.

Our Mission
To provide a sustainable, luxurious, and empowering alternative to traditional snow fashion — through a rental model that gives everyone access to the best in style and performance, while supporting a more conscious fashion industry.

Our Values

• Sustainability: We promote a circular economy by extending the life of premium garments and reducing waste through rental.
• Quality: We hand-select high-performance, designer pieces that ensure durability, comfort, and standout snow style.
• Accessibility: We make designer fashion attainable — so more people can enjoy the feeling of luxury on the slopes.
• Innovation: From tech integrations to new season drops, we constantly evolve to improve the rental experience.
• Customer-Centricity: Every step of our journey is designed to serve you — with ease, flexibility, and thoughtful service.
• Empowerment: We believe fashion is a tool for confidence. Our looks are curated to make you feel bold, stylish, and free.

Our Responsibility: Stakeholder Commitment
As a purpose-led business, 2nd Lane is committed to stakeholder governance — meaning we consider the impact of every decision on not just our business, but also on the planet, our clients, our partners, and the broader community.

• Environmental responsibility: Our rental model reduces overconsumption, extends garment life, and cuts textile waste.
• Customer impact: We strive to empower individuals through fashion that’s inclusive, transformative, and accessible.
• Ethical partnerships: From cleaners to couriers, we work only with partners who reflect our values of care, quality, and integrity.
• Community values: We uplift diverse voices and support a culture of conscious, confident living — on and off the slopes.
• Long-term impact: Even as a sole founder, we build with intention. We track our positive contributions and aim to grow sustainably, not just financially.

We’re proud to balance profit with purpose — and fashion with values.