Sunday, February 28, 2021

Richard Hurren, vice chairman of European retail at Levi’s, discusses the model’s new idea retailer, which focuses closely on recycled and repaired items, and explains why firms ought to be making extra sustainable choices round their merchandise

Second hand procuring is not the protect of musty charity outlets and crowded flea markets. Ikea has simply introduced its first used furnishings retailer, Cos has launched a re-sell platform, and Levi’s has unveiled an idea retailer stocked with classic, repaired, reimagined, and recycled denim. Oxfam’s Second Hand September pledge has additionally been vastly profitable, attracting 62,000 signal ups in 2019, and touchdown Michaela Coel because the face of the marketing campaign this yr in addition to opening a pop-up charity retailer in Selfridges. Platforms reminiscent of Thredup and Vinted, which give folks a market to promote on their undesirable objects, are additionally rising in reputation.

All of it means that there’s one thing of a revolution underway, which is seeing growing numbers of individuals flip to used garments as a extra aware method of procuring, and an alternative choice to the pernicious affect of quick vogue. Individuals have been shopping for classic for years, however that is maybe the primary signal of manufacturers genuinely embracing the motion.

For Levi’s, an strategy like that is nothing new. Richard Hurren, the corporate’s vice chairman of European retail, says the model has been taking a sustainable strategy for years – from its provide chain by means of to retailer improvement and engagement with prospects. “We’ve been round for a very long time, and who doesn’t have a pair of jean shorts they’ve lower down, or a jacket they’ve taken the sleeves off,” he says. “A lot of that has occurred over time that it’s at all times been a part of our DNA – that customers will do this and reimagine and inform completely different tales.”

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