By  on May 10, 2011

The Dessy Group is helping women lose the always-the-bridesmaid moniker by launching, an e-commerce site that recycles old bridesmaid dresses in exchange for discounts for new black dresses.

President and chief executive officer Alan Dessy knows firsthand how many thousands of bridesmaid dresses are sold and then promptly stowed away each year, since his company churns out their share under an assortment of labels. “Like a lot of companies, we strive to make dresses that will be worn again, but at the end of the day they probably aren’t. It occurred to me there is this sea of merchandise that no one is reclaiming and recycling. We know there are probably a lot of dresses that are languishing in girls’ closets. They don’t always have a say in what they wear.”

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