Dive Brief:
- DTC apparel brand Faherty has launched a resale program through a partnership with Archive, a tech company that helps brands launch customized resale programs.
- The program, dubbed Second Wave, allows customers to buy and sell secondhand goods from Faherty through a peer-to-peer marketplace site, according to a Tuesday announcement emailed to Retail Dive. The site will also list renewed and repaired brand-owned items, including returns, damaged items and samples.
- The online marketplace marks the “first phase” of Second Wave, and the brand plans to expand the program in the future, according to the announcement.
Dive Insight:
By launching Second Wave, Faherty is providing a place for both the brand — and its customers — to sell gently used goods and extend the life of products.
“We have always been committed to greater circularity and we are thrilled to partner with Archive to launch Second Wave,” Kerry Docherty, co-founder and chief impact officer at Faherty, said in a statement. “The program will give our customers multiple ways to shop for, enjoy and extend the lives of preloved Faherty items. Because long-lasting quality is at the core of what we do, we believe our product only gets better with age. Resale is a natural next step in our growth as a brand that has always taken its responsibility to our customers and the planet seriously.”
The brand said the program is part of its commitment to reduce its own environmental impact and serve as an example to the broader fashion industry. In addition to launching the resale platform, Faherty has implemented other sustainable practices into its business, including creating clothing from responsible materials, like recycled and renewable fabrics and lower-impact dyes and finishes. The brand also uses plastic-free packaging, offers complimentary repairs, equips its stores with renewable electricity and aims to keep products and fabric scraps out of landfills.
The launch into resale follows a slew of other brands and retailers that have launched their own programs over the years. Resale platform ThredUp has a growing roster of brands it works with, including H&M, J. Crew, Francesca’s, Kate Spade, American Eagle and Target. And rival Trove similarly has large retailer partners like Canada Goose, Carhartt, On, Lululemon, Patagonia, REI, Levi’s, Arc’teryx and Allbirds.
Resale is on track to hit $350 billion globally and $70 billion in the U.S. by 2027, according to ThredUp and GlobalData’s most recent forecast. Last year, the market reached $177 billion globally and $39 billion in the U.S.
