This surf brand is aiming to make waves by launching an eco-friendly resale channel. 

This surf brand is aiming to make waves by launching an eco-friendly resale channel. Last week, Faherty launched Second Wave, the company’s new medium to “keep Faherty products out of landfills.” The resale channel will be marketed to customers through email and texts, as well as a social media campaign. On the website, shoppers can buy pre-owned products either from outside sellers or directly from the brand itself (which include returned or damaged items that have been fixed). Faherty’s co-founder and chief impact officer explains this is more about the impact than the profit: “We would love for it to be a revenue stream, of course, but if all it does is prevent Faherty clothes from ending up in a landfill, then that’s a win for us.” We’ve seen brands keep up with the resale boom in Western Europe, but young consumers in North America tell us brands should be doing more for the environment. (Glossy)