Sustainable American fashion brand Madewell has announced a new secondhand clothing platform in collaboration with resale company thredUP.
Together, they have launched Madewell Forever, which combines thredUP’s resale-as-a-service (RaaS) platform with Madewell’s pre-loved women’s jeans.
The Madewell x thredUP collab works as follows: Customers can bring any pair of pre-loved Madewell jeans into one of Madewell’s stores and in return, they will receive a $20 credit towards a new, full-price pair of jeans.
Once collected, the secondhand jeans are sent to thredUP, who sorts and determines which items can be re-sold via their own platform or via Madewell at select stores or through the new Madewell Forever website.
Denim pieces deemed unsellable will be recycled through approved, eco-friendly initiatives like Cotton’s Blue Jeans Go Green program.
Madewell says that with the launch of Madewell Forever, they hope to collect one million pairs of jeans by 2023. If achieved, this would be double what they collected in the past six years through their pre-existing denim trade-in program.
The ultimate purpose of Madewell Forever is to give jeans a second life (#LongLiveTheJean is the platform’s dedicated hashtag).
This article contains an affiliate link(s). Learn more.
