Buy and Sell Preloved With GANNI REPEAT

Seeking to reduce waste, fashion company GANNI has relaunched its resale platform called GANNI REPEAT to allow customers to buy and sell preloved pieces.

This follows the resurgence of vintage and thrifting that has become trendy thanks in part to social media sites such as TikTok, where thrift haul videos are wildly popular. To meet the demand for preloved and sustainable shopping, resale platforms such as RealReal, Vestiaire Collective and Depop have sprung up over the years.

Initially, GANNI launched GANNI REPEAT back in 2019 as a rental platform. With the main goal of achieving a circular approach to fashion, the platform was expanded to include buying and selling.

“[During] the last 10 years, it has always been about newness, newness, newness,” GANNI’s creative director Ditte Reffstrup tells Vogue. “But I can see a change – it’s becoming cool and trendy to wear the old stuff.”

“Behaving responsibly has [long] been a priority for us,” adds GANNI founder Nicolaj Reffstrup. “When you start mapping out your carbon footprint, you realise quite early on that you need to consider the afterlife of your product. The whole point is that we want to make anything that pertains to the afterlife of our product so seamless and fluid that the consumer won’t necessarily notice if he or she is buying a new product, [a second-hand product] or renting a product.”