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Leading luxury goods retailer, The RealReal is getting into the recycling business with Recollection, a new programme involving collaborations with a number of luxury designers, with the aim of offering collections created from waste.
The RealReal continues its goal of introducing luxury brands to sustainability after helping them see the business opportunity of resale, including Chanel and Gucci. From now on, damaged or broken garments will no longer be lost and can be transformed into new luxury pieces.
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The ReCollection programme imposes a few sustainable criteria in order to respect the spirit of sustainability in which it is rooted: the pieces must not be made from virgin fabrics, they must not produce waste, and the labour must be fairly paid and from the United States. To achieve this, The RealReal collaborates with Atelier & Repairs, a recycling and repair shop based in Los Angeles.
As ReCollection develops, The RealReal plans to create a library of scrap materials that can be used in future collections. The company hopes that the addition of recycled garments, with their inherent uniqueness, will help to further expand the resale market.
“This is a very exciting time for The RealReal, as we expand our efforts to include unusable materials from luxury pieces that should also have a second life,” says Allison Sommer, senior director of strategic initiatives at The RealReal.
The ReCollection programme will be launched next month, with the first collection launching on 1 April with around 50 pieces of different styles from eight designers: Stella McCartney, Balenciaga, A-Cold-Wall, Dries Van Noten, Jacquemus, Simone Rocha, Ulla Johnson and Zero + Maria Cornejo.
The second collection will feature only recycled innerwear and will also be unveiled in April. The aim is obviously to stop the accumulation of clothes in the waste stream, and to improve the environmental impact by focusing on quality and longevity.
This project represents a long-term commitment for the luxury resale site. Indeed, the ongoing integration of recycling into its business model reflects a significant shift not only towards the practice of reusing waste materials, but also a change in mindset towards re-evaluating what is considered waste.
“Really, ReCollection is just an extension of the efforts we’ve already made,” said James Rogers, director of sustainability at The RealReal. “This is just the beginning. We believe that in the future we plan to create a library for other designers, so any scraps or leftovers from this first collection will be retained and incorporated into that library. As we produce more ReCollections, they can be used and will not be landfilled. So we are looking at creating a repository specifically focused on development initiatives.”
The direct impact of luxury upcycling on fashion’s overall environmental footprint is probably minimal in the total market. But James Rogers, head of sustainability at The RealReal, and the participating designers, hope that other industries will follow suit.
“As a designer, I think it’s the greatest compliment to your designs to have an afterlife – to me that’s luxury,” says Stella McCartney. “It’s a way for the industry to tackle its huge waste problem. We see that the world is crying out for change.”
“This is the right action to take. In light of the immediate revisions fashion is facing, the concept of reconstituting, revising and reinventing clothing was, and is, an essential activity – it’s here to stay and should be embraced,” said Samuel Ross of A-Cold-Wall.
The RealReal therefore hopes that ReCollection will gain momentum this year, including expanding the portfolio of partner brands, testing new verticals and engaging in experimental drops. Resale and recycling should be extended to more of the fashion offered on the platform, including mid-range brands. The goal? That consumers, whether they buy luxury goods or not, will increasingly value the quality and durability of fashion, if only to be able to resell it later, and stop seeing clothes as disposable.
Read also > WHY KERING MAY WELL HAVE MADE ONE OF ITS MOST PROMISING INVESTMENTS WITH VESTIAIRE COLLECTIVE
Featured Photo : © The RealReal[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
Leading luxury goods retailer, The RealReal is getting into the recycling business with Recollection, a new programme involving collaborations with a number of luxury designers, with the aim of offering collections created from waste.
The RealReal continues its goal of introducing luxury brands to sustainability after helping them see the business opportunity of resale, including Chanel and Gucci. From now on, damaged or broken garments will no longer be lost and can be transformed into new luxury pieces.
View this post on Instagram
The ReCollection programme imposes a few sustainable criteria in order to respect the spirit of sustainability in which it is rooted: the pieces must not be made from virgin fabrics, they must not produce waste, and the labour must be fairly paid and from the United States. To achieve this, The RealReal collaborates with Atelier & Repairs, a recycling and repair shop based in Los Angeles.
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Leading luxury goods retailer, The RealReal is getting into the recycling business with Recollection, a new programme involving collaborations with a number of luxury designers, with the aim of offering collections created from waste.
The RealReal continues its goal of introducing luxury brands to sustainability after helping them see the business opportunity of resale, including Chanel and Gucci. From now on, damaged or broken garments will no longer be lost and can be transformed into new luxury pieces.
View this post on Instagram
The ReCollection programme imposes a few sustainable criteria in order to respect the spirit of sustainability in which it is rooted: the pieces must not be made from virgin fabrics, they must not produce waste, and the labour must be fairly paid and from the United States. To achieve this, The RealReal collaborates with Atelier & Repairs, a recycling and repair shop based in Los Angeles.
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