Pre-loved and recycled apparel – who’s leading the charge?
In our previous blog post, we explored the rise of pre-loved and recycled apparel, discussing how shifting consumer attitudes, sustainability concerns and technological advancements are driving this trend.
In this second part, we delve into the major players shaping the second-hand clothing revolution. From online resale platforms to high-end fashion houses, brands across the industry are embracing pre-loved clothing in new and innovative ways.
Established resale platforms
The rise of digital resale platforms has revolutionised the pre-loved clothing industry, making second-hand shopping easier, more accessible and trendier than ever. Some of the most influential platforms at the moment include:
Depop – A favourite among Gen Z, Depop operates like a hybrid of Instagram and eBay, allowing users to buy and sell second-hand clothing while curating personal storefronts. The platform is known for its vintage styles, streetwear and one-of-a-kind finds.
Vinted – A budget-friendly option that makes buying and selling pre-loved clothes seamless and affordable. Vinted’s commission-free model attracts cost-conscious shoppers.
The RealReal – A leader in luxury resale, The RealReal authenticates high-end fashion items before selling them, ensuring quality and exclusivity in the pre-loved market.
Vestiaire Collective – Specialising in designer fashion, this platform is renowned for its strict authentication processes, ensuring consumers receive genuine luxury goods.
Poshmark – Combining social media elements with online resale, Poshmark enables users to connect, share and sell their wardrobes in an interactive way.
Fashion brands embracing pre-loved clothing
Beyond third-party resale platforms, many mainstream fashion brands have launched their own resale initiatives to keep up with consumer demand for sustainability and affordability. Some notable examples include:
Patagonia
A pioneer in sustainable fashion, Patagonia’s “Worn Wear” programme allows customers to return used items, which are then repaired, refurbished and resold.
Levis
The iconic denim brand has introduced a buy-back and resale programme, giving well-loved jeans a second life while promoting circular fashion.
H&M & COS
These brands have implemented in-store recycling and trade-in programmes where customers can return old garments in exchange for store credit, further encouraging sustainability.
The North Face
Through its “Renewed” initiative, The North Face refurbishes and resells used outerwear, promoting durable, long-lasting fashion.
Eileen Fisher
As we’ve mentioned before, known for its timeless and ethical fashion, Eileen Fisher operates a second-hand programme that refurbishes and resells garments with a focus on sustainability.
Luxury brands stepping into resale
Luxury brands have historically been reluctant to embrace the resale market, but that is changing as sustainability and exclusivity become increasingly important to consumers. Some high-end labels now actively participate in the pre-loved fashion movement:
Gucci and The RealReal – Gucci has partnered with The RealReal to offer authenticated pre-owned Gucci pieces, promoting a circular economy within luxury fashion.
Burberry & Stella McCartney – Both brands have collaborated with The RealReal, incentivising consumers to choose resale over new purchases.
Balenciaga – Recently launching its in-house resale programme, Balenciaga is taking direct control of the second-hand market for its products.
Retailers and high-street brands joining the movement
If luxury labels are doing it, you can bet the high-street and sportswear brands are also adopting resale models:
Zara Pre-Owned – A newly introduced initiative allowing Zara customers to resell, repair or donate clothing through the brand’s platform.
ASOS Marketplace – A blend of vintage fashion, independent brands, and second-hand pieces available through ASOS’s curated resale section.
Nike Refurbished – Nike now offers a programme where gently worn or returned shoes are cleaned, graded, and resold at a lower price, extending product life cycles.
What’s next for pre-loved fashion?
What’s next for pre-loved fashion?With the pre-loved clothing market projected to keep growing, several key trends are shaping its future.
Technology and authentication
AI-driven authentication, blockchain tracking and digital wardrobes are enhancing trust and security in resale transactions. Blockchain technology is being explored to track the provenance of high-value items, ensuring authenticity and preventing counterfeits.
Some platforms are also introducing digital ID tags for garments, allowing owners to track and verify their resale value over time. AI-driven authentication is becoming particularly valuable in luxury resale, where verifying designer pieces is crucial to maintaining consumer trust.
Sustainability and regulation
Governments and organisations are pushing for more sustainable fashion practices, leading to new policies that encourage circular fashion models. The European Union has already proposed legislation requiring brands to take responsibility for the full lifecycle of their products, including take-back and recycling initiatives.
Brands may soon face stricter regulations around textile waste and sustainable sourcing, reinforcing the importance of resale and clothing exchange programmes. Consumers are also becoming more aware of the environmental impact of their clothing choices, further driving demand for responsible fashion solutions.
Consumer behaviour
As affordability and sustainability remain priorities, the resale market could eventually rival fast fashion in mainstream retail. Younger generations in particular are leading the shift towards second-hand shopping, prioritising ethical consumption over disposable fashion.
Brands that fail to adapt risk being left behind as consumers increasingly demand transparency, sustainability and circular solutions. If trends continue, we may even see resale sections integrated into mainstream retail stores, further blurring the lines between new and pre-loved fashion.
So, what’s the takeaway from all this?
Well, it looks like pre-loved apparel is no longer a niche trend but a major force driving change in the retail industry.
From independent resale platforms to major global brands, the industry is evolving to accommodate a more sustainable, circular consumption model.
At immago, we’ve been a player in this business for over 50 years, so we understand the evolving landscape of sustainable fashion. Whether through eco-friendly labels, recyclable packaging, or branding solutions, we help fashion brands align with today’s modern consumers.
If your business is stepping into the world of pre-loved clothing, we can provide sustainable branding and packaging to support your journey.
Get in touch today to explore how we can help bring your sustainability goals to life in the evolving world of pre-loved fashion.