That one, simple shift enables brands to grow their businesses without growing their #carbon emissions.

In #retail models today, overproduction of items used less is a feature, not a bug.

The average US customer bought 64 items last year vs 12 in the 1980s.

There is no amount of math where these ‘less bad’ items offset the harm in producing 100B items each year for 7B humans.

#apparel labels used to produce #clothing for 5 or 6 seasons. Today, fast #fashion companies produce 50 “microseasons” a year

It’s a vicious circle: consumers love new stuff & brands increase production to fulfill a need for newness…& then consumers buy even more.

Now is the time to make a change.

The pandemic & recent #climate crises have made #sustainability a much bigger priority for many consumers.

There’s certainly no longer a stigma associated with #secondhand shopping.

In fact, #resale is growing at twice the rate of the US #fashion market overall in 2021.

And for brands secretly concerned #resale channel would cannibalize mainline sales - the numbers dispel that fear.

65% of #resale customers on branded resale storefronts are first-time customers.

#customers want a resale experience that’s true to their brand. 63% say that want to purchase #resale direct from the brand.

Resale as a channel meets customers where they want to be - engaging with existing customers and acquiring new younger customers.

Resale Is the Most Powerful—and Most Obvious—Lever We Have to Solve the Problem.

There are no silver bullets but getting more out use of what we make is an essential part of any solution to fashion’s #sustainability crisis.

It’s time for consumers & the #retail industry to stop giving credence to #sustainability initiatives that don’t consider production.

We're experiencing a watershed moment, for the industry, for our partners, for consumers, and at Trove. We are thrilled to share this announcement and are exhilarated by our future plans. Congrats to both Andy Ruben and Gayle Tait, two exceptional leaders! wwd.com/business-news/…