COS is set to launch a new resale platform called Resell to extend its clothing’s lifecycle and promote sustainability. Positioned as a renewable retail solution, customers can buy and sell pre-owned and pre-loved COS items directly on the brand’s platform.
The initiative, which is set to be available globally in autumn, comes from the brand’s parent company, H&M, who has already been using recycled cotton and other organic fabrics through its sustainable fashion initiative.
In an effort to reinforce circular fashion and implement renewable solutions, COS will charge a 10% commission to cover operational costs for every pre-owned item sold on the platform.
“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.
However, some critics say the initiative comes from a pure strategic business standpoint rather than a real effort to fight waste and make better environmental decisions for our planet.
“It’s another way that [parent company H&M] avoids having the conversation about overproduction,” says Aja Barber, sustainability consultant, and advocate.
“There’s value, but let’s be honest, they’re just trying to tap into the resale market.”
But H&M isn’t backing down. In response to the criticism, the Swedish retail giant said:
“It’s in our interest to sell everything we produce. That said, the way we design, produce, and enjoy fashion simply must change. As a global fashion retailer, H&M Group has a big role to play and this is the reason why we are transforming our whole business to become fully circular and climate positive.”
At the same time, McDonald’s is also testing out some reusability options in the U.K. by creating a new system of reusable, returnable coffee cups.
The idea is to create an alternative for coffee cups where customers return the cup to McDonald’s when they’re finished drinking by either dropping it off at a nearby branch, supermarket or other drop-off site.
“Reuse is a really interesting, important tool in a suite of tools that we will need, and we’re exploring as we look to keep waste out of nature,” says Jenny McColloch, vice president of global sustainability at McDonald’s Corporation.
It will be the first brand in the fast-food market to partner with Loop to take on the initiative, which brings back the “milkman model” of the 1950s to reduce waste:
You buy the “milk” which is delivered to your house in a “bottle”, that is later picked up from the “milk box” on your porch and reused when your done with it. You got the idea.
Some of the world’s leading consumer goods companies use Loop, including:
- Procter & Gamble
- The Body Shop
- Unilever
- Nestlé
- PepsiCo
- Danone
- Mars Petcare
- Mondelēz International
So, can a good initiative just be a good initiative? Does the motive matter? Depends on how you communicate it.
