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.