The Madewell Forever resale platform is powered by ThredUp’s Resale-as-a-Service (RaaS) and deepens the brand’s long-standing commitment to circularity and its existing partnership with ThredUp.
The brand has become ThredUp’s first RaaS client to launch a 360-resale platform that allows its community to both clean out their closets and shop second-hand.
Madewell worked closely with ThredUp to develop a unique, white-labelled resale channel including a digital shop – the first of its kind enabled by ThredUp’s RaaS programme.
“At Madewell, we believe 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,” says Libby Wadle, CEO of J.Crew Group. “We are deeply committed to extending the life of our product and are thrilled to unveil ‘Madewell Forever’ in partnership with ThredUp that will meaningfully extend the life of our product. 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.”
Madewell Forever launches 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 collected at Madewell retail locations.
Through the 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%.
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By GlobalData“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. “We are proud ThredUp’s operating platform will enable and scale a meaningful resale channel for Madewell. 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.”
Through the platform, Madewell and ThredUp aim to collect 1m pairs of denim by 2023 – double what Madewell has collected in the past six years through its existing denim trade-in programme.
To participate, anyone can bring any brand or style of pre-worn jeans into Madewell stores and earn US$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.
Madewell Forever is just one of a number of resale platforms to have launched this year as retailers look to tackle the challenge of clothing waste.
Earlier this month, luxury brands marketplace Farfetch launched its clothing donation programme in the US in partnership with ThredUp, while PacSun last week launched into the resale market with a new platform offering sneakers from the retailer’s in-house inventory.
