US' Madewell partners with ThredUP to launch digital resale platform

Madewell Forever is the latest of the brand's sustainability initiatives; to-date Madewell has diverted over 500 tons of denim waste from landfills through its existing trade-in programme, the company said in a media release.

Madewell Forever has launched with over 3,000 pre-loved women's jeans, and new styles are added hourly as available. The assortment is curated by Madewell and is stocked through ThredUp's inventory as well as denim that is collected at Madewell retail locations. Through this programme, consumers will have a new way to pass on jeans that are ready for a second life, thereby potentially doubling the time each piece is in circulation and reducing its environmental footprint by 82 per cent.

"At Madewell, we believe that it is our responsibility to create quality products that are built to last, develop solutions to reduce apparel waste, and keep clothing in circulation for as long as possible," said Libby Wadle, CEO of J.Crew Group. "We hope this launch will set a new standard for the fashion industry and encourage our peers to join us in finding circular solutions that reduce retail's environmental impact."

"It's exciting to see a beloved brand like Madewell working to extend the life of their clothes and commit to a more circular fashion future," says James Reinhart, ThredUp co-founder and CEO. "Together, we are not only helping Madewell take steps towards their sustainability goals, but also furthering ThredUp's mission to inspire a new generation of consumers to think second-hand first."

Anyone can bring any brand or style of pre-worn jeans into Madewell stores and earn $20 towards a full-priced pair of Madewell jeans. Collected items are sent to ThredUp who sorts the inventory to determine what can be re-sold. Women's Madewell denim that meets ThredUp's quality standards will be re-sold on the Madewell Forever site, or in select stores. Denim that is deemed unsellable will be recycled through approved programmes such as Cotton's Blue Jeans Go Green programme.

Fibre2Fashion News Desk (KD)