Madewell and ThredUp promote their partnership – Headline 4 Ever

“At Madewell, we believe it is our responsibility to create quality products that are built to last, develop solutions to reduce laundry waste and keep clothing in circulation for as long as possible,” said Libby Wadle, CEO of J.Crew Group , which operates the Madewell brand.

Originally, Madewell Forever offers over 3,000 used women’s jeans, and new models are added every hour as they become available, according to the company.

Denim represents the “core” of the Madewell brand, which also sells sportswear, T-shirts, outerwear, footwear and accessories.

Madewell Forever, according to brand officials, is establishing “a new way to pass on jeans that are ready for another life, thereby potentially doubling the time each piece is in circulation and reducing its environmental footprint by 82 percent.”

“Together, we not only help Madewell take steps toward their sustainability goals, but also promote ThredUp’s mission to inspire a new generation of consumers to think second – hand,” said James Reinhart, co-founder and CEO of ThredUp, in a declaration. He said ThredUp’s operating platform will “enable and scale a meaningful resale channel for Madewell through Madewell Forever.”

Madewell and ThredUp aim to raise one million pairs of denim by 2023, roughly double the amount Madewell has raised for the resale market in the last six years. So far, Madewell has diverted over 500 tonnes of denim waste from landfills through its existing trading program.

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