“Reused rather than discarded” is the whole idea around secondhand buys and circular fashion.
Makes sense for brands to take such initiatives in 2020 as forecasts predict that the secondhand fashion market will grow from $28 billion to $64 billion by 2025.
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Here are five brands joining the secondhand apparel market today:
Levi’s
Introducing #LevisSecondHand, the brand who’s elevating the entire secondhand clothing scene.
In aims of reducing consumption and environmental waste and in order to create a consumer-direct revenue flow for the brand – Levi Strauss is joining the sustainability revolution.
Targeted at a Gen Z audience who’s totally into the whole secondhand shopping thing, the brand’s chief marketing officer, Jen Sey said, “They love the hunt, they love finding a really unique item, and it makes it even better that it’s a sustainable choice,” she said.
“Buying a used pair of Levi’s saves approximately 80 percent of the CO2 emissions, and 1.5 pounds of waste, compared to buying a new pair. As we scale this, that will really start adding up.”
Oh, and there’s nothing better than having Hailey Bieber present and style secondhand denim looks for customers (with her personal fashionista) in this whole initiative:
IKEA
The Swedish furniture giant just announced that its first-ever secondhand store will be opened in the ReTuna shopping center, a mall in Sweden that’s completely made up of resale stores.
In addition to its sustainable cotton initiatives already in place, the company announced that by 2030, it would only make products that are made of renewable or recycled materials.
“The climate crisis cannot be solved in theory, it has to be solved in practice,” said Jonas Carlehed, sustainability manager of Ikea Sweden.
“The new store is part of the furniture giant’s plans to reduce its overall climate impact by 70% per product by 2030.”
You could say comfort comes naturally to us. So we’re bringing it to you too on more sustainable cotton that is cozier for you and better for our planet.
INGALILL Cushion cover, $6.99 https://t.co/vLKCDVCb4K pic.twitter.com/xUH8BVfL4I
— IKEA USA (@IKEAUSA) September 23, 2020
Gucci
The luxury fashion brand that everyone wants a piece of just announced a new partnership with The RealReal, to sell used Gucci goods. Devoted to luxury resale, The RealReal already offers customers reused fashion brands like Louis Vuitton, Chanel, Stella McCartney, Burberry and thousands more.
The e-shop where customers’ item will get a second life is called Gucci x TRR.
To encourage customers to resell their used items – a tree will be planted for every item bought on the site.
“Gucci is raising the bar not only for the fashion industry but for all companies by continuously innovating to make its business more sustainable,” said Julie Wainwright, founder, and CEO of The RealReal, in a press release.
“Together we’re shining a global spotlight on resale that we hope will encourage all consumers to support the circular economy and join us in reducing fashion’s carbon footprint.”
COS
As previously reported on PostFunnel, the H&M owned brand is extending its clothing’s lifecycle while promoting sustainability with its pre-owned and pre-loved COS items for sale.
You can join the secondhand fashion revolution and shop on Resell – a platform that offers customers the option to either buy or sell pre-owned COS items.
“Resell reinforces COS’ ambition and journey to becoming fully circular and renewable, developing innovative ways to continue the brand’s commitment to quality and longevity by re-imaging the lifecycle of each pre-loved piece,” the company said.
Madewell
The jean, clothing, shoes and bag brand is also ramping up sustainability efforts by launching a recycled shop that will offer more than 70 pieces.
Liz Hershfield, the brand’s svp of sourcing, supply chain and sustainability, researched various ways to substantially reduce the brand’s carbon footprint in raw materials, too.
“For any brand, materials is the big thing,” Hershfield said.
“Using recycled materials, going after organic and regenerated cotton, looking for ways to reuse existing materials — those are all fairly simple things you can do that have a big impact.”
Since most of the world’s cashmere comes from Mongolia, Madewell is already using a new production ratio for the material: 70% recycled cashmere and 30% wool.
It’s a win-win! With a whole new experience at hand, customers get a second chance to shop for products and brands get a second chance to re-earn from them.
