Los Angeles-based sustainable label Christy Dawn is the next to partner with ThredUp, offering ThredUp upcycle kits in all packages going forward in exchange for cash or shopping credit.
Expect to see California’s homegrown fashion brands further cement their sustainable values through entering resale-as-a-service platforms and new partnerships in the year ahead, but their lead on conscious values is narrowing as retail as a whole embraces the shift.
Christy Dawn was started by husband-and-wife duo Christy and Aras Baskauskas. The label designs with deadstock fabric and aims to minimize its environmental footprint and maximize its ethical stance, so that sewers in its downtown Los Angeles factory are paid a living wage, as previously reported in WWD.
It’s in the mix with Dôen, another L.A.-based direct-to-consumer brand that offers the ethereal, vintage-inspired aesthetic (which just opened its first store last year), and Reformation, which maintains a vertically integrated model and L.A. roots, and finds that today around 15 percent of its products are made out of deadstock fabrics.
There are a lot of crossovers, with Dôen having launched an exclusive sweater collection with Reformation in October 2017, and the following year, Reformation linked with ThredUp so that sellers on the platform could tap Reformation shopping credit as a permanent payout option.
On the partnership with ThredUp, Christy Baskauskas, designer and founder of Christy Dawn, in a statement called it “the perfect marriage of sustainability and longevity,” citing how the label makes its pieces to last but understands “changing tastes.”
As more clothing brands enter into resale by partnering with resale platforms (e.g. ThredUp, The RealReal), exploring individualized buyback offers or developing their own re-commerce channels, the messaging is a crucial signal to consumers.
Storytelling and reiterating an “ethos of circularity and conscious consumption,” in the words of Rebecca Oman, head of new ventures at ThredUp, may read as more authentic, especially to younger customers.
As the past year has shown, resale is here to stay — and clothing can no longer be thought of as single-use but instead, a new revenue opportunity (if done correctly). “That’s what we envision for our pieces: generations of passing down that one special dress, from mother to daughter, sister to sister, or friend to friend,” reiterated Baskauskas.
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