We love our new jeans, but we know that fashion can be very wasteful. Today, Madewell announced the launch of Madewell Forever (opens in new tab), a shopping platform dedicated to "used" denim from online vintage clothing retailer thredUp (opens in new tab). The platform will launch with more than 3,000 styles ranging from $35 to $50 and a feed that updates hourly with new inventory.

The retailer is no stranger to second-hand items; Madewell first collaborated with thredUP in 2019 to sell Madewell's used denim in-store. It has also had a denim trade-in program for the past six years, offering customers who bring in their old jeans (now part of the Madewell Forever inventory) a $20 credit toward the purchase of a new pair.

The brand has set a lofty goal of bringing in over 1 million pairs of jeans to "Madewell Forever" by 2023 as part of a larger circularity initiative. Circularity is not only good for the planet, it's great for business. thredUp's 2021 Resale Report shows that over 40% of Millennial and GenZ consumers have purchased used fashion in the past 12 months. 5,000 fans of Madewell's According to Madewell's "group chat" customer feedback network of 5,000 fans, 61% of them report having purchased second-hand items.

For this partnership, ThredUP saw Madewell as a match because of the brand's strong customer following on the reseller's platform and the fact that the merchandise holds up on second- and third-timers. thredUP's SVP/GM of resale services, Pooja According to Sethi, "Madewell is one of thredUP's (opens in new tab) most popular brands. Our customers love Madewell's timeless and stylish denim, and the brand's high-quality materials and construction create durable products that have incredible resale value and tend to stand up to multiple lifetimes"

.

However, the difference between the two brands' previous collaboration and this new initiative is more than just a new infrastructure for selling Madewell online and outside of physical stores. Using thredUP as a partner for an entirely new inventory that is not new is a way for Madewell to leverage thredUP's knowledge of collecting and distributing used goods. Liz Hirshfield, Madewell's SVP of Sustainability, said, "By working with thredUP, we not only have access to their inventory, but also to their logistical expertise. thredUP will be able to resell on such a scale, allowing Madewell stores to sell clothes at cleaned and are in a unique position to support Madewell by offering customers the opportunity to purchase used Madewell denim directly from the brand for the first time."[11

Hirshfield hopes other brands will take notice and develop similar platforms of their own. He said, "We want to encourage other brands in the industry to adopt sustainable practices that not only resonate with their customers, but also have a positive impact on the world. We are piloting this 360-degree program with thredUP and hope to accelerate our own circular journey by making this service accessible and easy for other retailers to participate."

Click here for a selection of used denim (opens in new tab).