Fashion retail giant H&M, in collaboration with ThredUp, has launched its first-ever program, “H&M Pre-loved”, for the U.S. market. The brand wants to establish circularity for its company and customers by offering them easy access to second-hand pieces that are still in good condition.
American customers can avail of the H&M Pre-loved online shop from March 14. They can select items from categories, including “Ladies”, “&Denim”, “Sports”, “Kids”, and “Divided”, which are related to the brand’s classic departments and consistent shoppers might find it familiar. Moreover, customers can purchase products from the “Collabs” sub-shop with items from guest designer collections and memorable collaborations.
James Reinhart, CEO and Founder of ThredUp, believes H&M’s impact potential is tremendous. “We are pleased that ThredUp’s Resale-as-a-Service (RaaS) is powering a scalable resale program to reach H&M’s customers in a new and sustainable way.”
H&M intends to dismantle linear business models which are the norm in the fashion industry and to elongate the products’ lives by introducing a circular business model. Abigail Kammerzell, head of sustainability at H&M North America, said they need to take responsibility for fashion‘s impact on the climate and the environment. “Circular business models can help us reduce and limit this negative impact while continuing to deliver fashion and style for our customers,” Kammerzell said H&M currently does not plan to slow its clothing launches or reduce the overall number of items it sells. “We are in a business that produces things, so it’s not really about our production volume. It’s about how you’re designing and producing for circularity.”
However, critics say efforts by the brand and other large retailers to enter the resale market are overshadowed by the volume of clothing they produce. A professor said fashion sustainability should include efforts to cut back on production and consumption, along with other initiatives.