The Ba&sh store on Elizabeth Street in NoLIta.

PARIS — Ba&sh is offering French clients an online reselling service for clothing purchased at the contemporary French label, through a tie-up with secondhand platform Reflaunt and using blockchain technology from Arianee.

The label joins high-end watchmakers Vacheron Constantin, Breitling and Audemars Piguet, which also use Arianee’s blockchain technology, becoming the first apparel company to use the system.

“This innovation testifies to Ba&sh’s engagement in a global movement encouraging more sustainable forms of consumption and prolonging the life of its products,” the company said in a statement.

The move comes as consumers clamor for labels to decrease their negative impact on the environment, concerns that are increasingly informing their spending choices.

The service will be implemented in April next year, through the French web site that will feature a “resell” button next to items listed in a client’s online account space. Click the button, and a digital certificate will be generated for a garment, that will be listed on several marketplaces online, according to the brand’s description of the process. The digital identification certificate will then be transferred to the new owner.

Ba&sh, which is led by chief executive officer Pierre-Arnaud Grenade, belongs to a new generation of digitally savvy labels hailing from France that are taking French girl style to new markets, funded by financial specialists, with General Atlantic invested in Sézane, while French fund Experience Capital Markets is financing the expansion of Soeur and Sessùn.

High-profile fund L Catterton, which is backed by luxury baron Bernard Arnault, invested in Ba&sh in 2015.

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