We use cookies for analytics, to enable certain functions of the service and to improve our website. You agree to our use of cookies by closing this message box or continuing to use our site. To find out more, including how to change your settings, see our Cookie Policy. Close

Reselling used garments is of increasing importance as clothes are often discarded before they wear out. Resale also helps divert garments from landfills and incineration.

In 2019 the H&M Group initiated its first pilot project to prolong the life of pre-used fashion garments. The Swedish re-commerce company Sellpy and &Other Stories launched a collaborative platform, allowing &Other Stories’ customers to shop online for pre-used items in an environment more inspirational than current digital re-commerce settings.

“We’re exploring different ideas on how our long-lasting designs can find their way to new owners. With that in mind, we decided to do a small second-hand test project with Sellpy. For us, it’s such a compliment to see our pieces find new homes and get a second chapter.” – Sanna Lindberg, Managing Director, & Other Stories

Positive customer experience 

The pilot showed that &Other Stories’ customers were highly interested in complementing their shopping bag with pre-loved items from the same brand. The alignment between quality, traffic and an attractive offering keeps prices at a satisfactory level and elicited great customer feedback on the experience. The brand is considering making the shop available as a permanent feature. 

#CircularSundays is a bi-monthly digital feature from Global Fashion Agenda unpacking case studies from signatories of the 2020 Circular Fashion System Commitment.