Pickle (company)

Pickle
Company typePrivate
IndustryFashion, e-commerce
Founded2022
FoundersJulia O'Mara; Brian McMahon
Headquarters
New York City
,
United States
Area served
United States
ProductsPeer-to-peer clothing rental; resale
Websiteshoponpickle.com

Pickle is an American peer-to-peer fashion rental and resale marketplace founded in 2022 by Julia O'Mara and Brian McMahon. It is headquartered in New York City.[1][2]  

The platform enables individuals to rent clothing and accessories directly from one another through a mobile marketplace.[3] In a 2025 profile, Fortune described Pickle as “the Airbnb of fashion.”[4]

History

Pickle was founded by Julia O'Mara and Brian McMahon, who previously worked together at Blackstone.[5] The company initially launched as a social polling platform intended to help users crowdsource shopping decisions.[6] Later in 2022, the founders shifted the focus of the platform toward peer-to-peer fashion rental after observing that users were frequently recommending and offering items from their own closets.[7]

As the marketplace gained traction, Pickle raised an $8 million seed funding round in October 2023 led by Craft Ventures and FirstMark Capital.[8] Two months later, the company opened its first brick-and-mortar retail location in New York City’s West Village.[9] In March 2025, Pickle announced a $12 million Series A round to support continued expansion.[4]

Business model

Pickle operates as a peer-to-peer marketplace where users list apparel and accessories for rent or resale.[10] Owners set their own rental and resale prices, while the company recommends that rentals cost between 10 and 20 percent of an item’s retail value and takes a commission on each transaction.[11][12] Shoppers can browse listings by brand, category, seller, or geographic location and select rental periods or purchase items outright when available. Depending on location, exchanges may take place in person, through local courier delivery, or via shipping within the United States.[13][14][4]

In addition to its online platform, Pickle operates a physical retail location in Manhattan’s West Village that allows customers to browse and try on items sourced from individual closets on the marketplace.[15]

Reception

Pickle has been covered by business and lifestyle media as part of a broader shift toward peer-to-peer commerce and clothing rental.[16] Coverage has highlighted the platform within the context of the growing “side hustle” economy, with some users reporting supplemental income generated through renting items from their wardrobes.[17][18]

Industry publications have described the company as part of a new category of rental marketplaces enabling individuals to monetize personal belongings.[11] Lifestyle outlets have characterized Pickle as a platform allowing users to borrow apparel and accessories from others in their local communities.[19]

Leadership

O'Mara serves as chief operating officer and McMahon serves as chief executive officer.[8] Both founders were named to the Forbes 30 Under 30 list in 2024, and O'Mara has also been recognized on Inc. magazine’s Female Founders list.[20][21]

References

  1. ^ "Fast-growing startup Pickle's peer-to-peer model reshapes the fashion rental industry". Business Journals. 11 October 2025. Retrieved 10 March 2026.
  2. ^ "In a Clothing Pickle? There's an App for That". The New York Times. 23 February 2026. Retrieved 10 March 2026.
  3. ^ "This chic side hustle is gaining traction: Renting out your clothes". CNN. 21 December 2025. Retrieved 10 March 2026.
  4. ^ a b c "Exclusive: Peer-to-peer clothing rental marketplace Pickle raises $12 million to become the Airbnb of fashion". Fortune. 12 March 2025. Retrieved 10 March 2026.
  5. ^ "Peer-to-peer fashion rental marketplace Pickle picks up $8 million". TechCrunch. 11 October 2023. Retrieved 10 March 2026.
  6. ^ "Meet Pickle, the App Powering NYC's Coolest Closets This Summer". Glossy. 20 July 2022. Retrieved 10 March 2026.
  7. ^ "Pickle mobile app clothing rental service grows beyond NYC". The Philadelphia Inquirer. 2 June 2025. Retrieved 10 March 2026.
  8. ^ a b "Peer-to-peer fashion rental marketplace Pickle picks up $8 million". TechCrunch. 11 October 2023. Retrieved 10 March 2026.
  9. ^ "Pickle Opens Fashion Rental Store in NYC". WWD. 8 December 2023. Retrieved 10 March 2026.
  10. ^ "How Pickle's peer-to-peer business model is disrupting the fashion rental market". Revenue Brew. 20 February 2026. Retrieved 10 March 2026.
  11. ^ a b "Young People Are Making Up to $36K a Year Renting Their T-Shirts and Speakers". Wired. 16 April 2025. Retrieved 10 March 2026.
  12. ^ "This app lets you rent clothes from people's closets". WBUR. 13 February 2026. Retrieved 10 March 2026.
  13. ^ "Pickle CEO Says They're the DoorDash for Fashion Rentals". PYMNTS. 3 November 2023. Retrieved 10 March 2026.
  14. ^ "Pickle, a Fashion App, Lets Strangers Borrow Your Clothes". The Cut. 15 April 2025. Retrieved 10 March 2026.
  15. ^ "Pickle Opens Fashion Rental Store in NYC". WWD. 8 December 2023. Retrieved 10 March 2026.
  16. ^ "Fashion Rental Market Makes A Comeback—As Gen Z And Millennials Revive Brands Like Nuuly, Rent The Runway". Forbes. 26 May 2024. Retrieved 10 March 2026.
  17. ^ "Pickle App Helps Some Women Make Thousands a Month Renting Clothes". Business Insider. 24 May 2025. Retrieved 10 March 2026.
  18. ^ "Is peer-to-peer rental the future of the fashion side hustle?". Glossy. 3 October 2023. Retrieved 10 March 2026.
  19. ^ "What Is Pickle? Everything to Know About the Clothing Rental App". StyleCaster. 3 May 2023. Retrieved 10 March 2026.
  20. ^ "Pickle – 30 Under 30 2024". Forbes. Retrieved 10 March 2026.
  21. ^ "Julia O'Mara – Inc. Female Founders". Inc. Retrieved 10 March 2026.
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