One of the drivers of sustainability is the reuse of products to minimize environmental effects. Designers and distributors made their commitment clear on this issue shortly before the global pandemic through the manifesto Open letter to the fashion industry.
In recent years, agents linked to the textile industry and tech startups have developed the recommerce phenomenon (the sale or rental of second-hand clothing), as well as various awareness actions to reduce carbon dioxide emissions associated with fashion by up to 25% – according to this UN report.
This is a trend that we will analyze based on several examples that confirm the estimates: by 2029, the second-hand market will surpass fast fashion.
Repair, sale, or donation platforms
At the end of 2023, Inditex launched the Zara Pre-owned platform, a space where you can request repairs for brand garments, put them up for sale, buy them, or even donate them to social entities.
We have another similar initiative from Nike, which makes the jump from digital to offline and includes refurbished sneakers in its physical stores through the Nike Refurbished program.
Clothing rental
Since he uttered the iconic phrase “wrinkles are beautiful” in 1984, Adolfo Domínguez has made the reuse of his collections an inseparable mantra of the brand. In 2023, he launched ADN RENT, a place where you can rent garments for four to eight days (with the option to return them within 24 hours if the size is incorrect) and thus avoid the accumulation of clothing.
This model is not an isolated case, as the luxury firm Kering invested in the handbag rental company Cocoon in 2021. In Connections by Finsa, we also talked about furniture rental as a growing trend. Renting, in addition to its environmental benefits, allows companies to test their collections or revalue excess stock.
Traceability in every label
Talking about sustainability is easy, but taking action is what makes a difference. New Optimist allows you to follow the life cycle of the garment by scanning a QR code that appears on all its products. In this way, it guarantees that the clothing will be recycled and turned into new yarn.
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Refunds for repairs
At the end of 2023, the French Ministry of the Environment launched the Bonus Réparation program, aimed at encouraging French citizens and companies to fix defects in clothing, footwear, and certain household appliances. Thus, the government provides the population with a direct discount of up to 25 euros on the repair cost, which can be done in companies that have previously registered on the Refashion platform.
Design contest with second-hand clothing
Is it possible to create trendy fashion with second-hand clothes? Not only is it possible, but it is the guiding thread of Rediséñame, a television contest sponsored by Vinted, a platform for buying and selling used items. In 2023, it aired its first season, and at the end of 2024, it will broadcast the second, promoting young talents who focus on the circular economy.
@ivannrrivas 🧵REDISEÑAME! 🚨Nuevo programa de moda en @divinity_es #rediséñame de la mano de @vinted En cada programa crearé nuevos diseños a partir de ropa de segunda mano de Vinted aportando un nuevo diseño de moda. Mi eterno agradecimiento por la confianza en mi a @vinted @unicorntves @mediasetcom @divinity_es De igual forma a @_mariavillosa @rocioosorno @meryturiel y porsupuesto a mis compañeras de batalla @awitaofficial y @mariaancotton y a todo el equipo de @unicorntves 👏🏽NO TE LO PIERDAS! Todos los domingos a las 15:00h en @divinity_es 🤞🏽Si te lo has perdido, tienes los enlaces en mi biografía de ig, para poder ver los capitulos siempre que quieras vía online! #rediséñame #divinity #mediaset #moda #tendencias #concurso #fashion
