Fashion brands join forces with resale platforms to encourage sustainable shopping
Fashion is the world’s second most polluting industry behind oil, and leaders in the space are tapping consumer interest in sustainable style by joining forces with resale platforms to promote a longer life cycle for their products (a topic we’ll explore further in our next report). In doing so, they’re helping transform resale platforms from competitors into partners in environmentally friendly practices.
REFORMATION X DEPOP
In honor of Earth Day, Reformation launched a partnership with the creative community’s resale platform of choice, UK-based Depop, that will let people buy and sell gently Ref clothing as part of its mission to create killer clothes that don’t kill the environment. Ref stores are also recycling drop-offs, and for the rest of April, people will get a 15% discount on clothing when they bring in three pieces for recycling. Other companies have been joining forces with Depop as well; streetwear brand Pleasures co-hosted a pop-up with the platform during last year’s ComplexCon.
STELLA MCCARTNEY X THE REALREAL
The RealReal took sustainability in resale to the next level by establishing National Consignment Day as an official holiday that will henceforth take place the first Monday of every October. In celebration of the new holiday, the company announced a strategic relationship with Stella McCartney—a brand that has been a longtime champion of Clear Consciousness—and now one of the first luxury lifestyle brands publicly align with sustainability.
TONI GARRN X VESTIAIRE COLLECTIVE
To raise funding for boarding houses for girls in Zimbabwe, supermodel Toni Garrn enlisted her fashion friends to sell their supermodel swag on Vestiaire Collective, the Paris-based luxury resale platform. The digital flea market emphasized the importance of creating a less wasteful fashion cycle, and Garrn also worked with designer Bella Freud to create a special T-shirt printed emblazoned with “Girl Empower” to support the effort. The shirt retailed on the platform for $70, with proceeds going towards Garrn's initiative.