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Ralph Lauren is joining the resale trend.

Jun 10 2022

Ralph Lauren is joining the resale trend. The luxury brand’s head of sustainability says “Ralph Lauren plans to enable all past and future products to live on responsibly by 2030.” Their new strategy, Live On, plans on implementing a number of circulatory provisions like “amping up their use of recycled cotton; and investing in scaling regenerative practices, including the US Regenerative Cotton Fund and natural fibre recycling startup Natural Fiber Welding.” The brand already has a resale pilot with peer-to-peer site Depop and they’re working on a digital platform in collaboration with “the World Economic Forum, Vestiaire Collective, and digital ID company Evrythng.” As Gen Z and Millennials have fueled sustainable fashion and resale platforms, more big brands have been getting on board, and “​​Isabel Marant, Oscar de la Renta and Jean Paul Gaultier have all launched integrated resale offerings in the last year.” YPulse’s Sustainability research shows that the effects of climate change are seeping into young people’s purchasing decisions and over a third of young consumers tell us they have changed the products they buy because of it. When asked what brands can do to help the environment, 58% of Gen Z say by creating more eco-friendly products. (Vogue Business)