A NEW CHAPTER FOR PRE-LOVED FASHION: VERSATILE COLLECTIVE X GANNI RESALE SERVICE
By: Prachi Khatri
Our earth is facing many concerning issues like global warming and the overflow of landfills, which is why initiatives involving pre-loved fashion are pathways towards a sustainable future. GANNI joined forces with Versatile Collective; the “Resale-as-a-Service” program is a beacon of hope not only for conscious consumers but also for our planet.
GANNI is known for its Scandinavian style, playful prints, and mix of bold silhouettes. The brand has always been committed to sustainability, incorporating eco-friendly materials and responsible production. Versatile Collective, on the other hand, is a global online marketplace for buying and selling pre-loved luxury and designer fashion.
Source: Vestiare Collective Website
GANNI x Versatile Collective allows owners of GANNI pieces to submit their products directly to Versatile Collective. Once accepted, sellers receive a GANNI gift card immediately along with a 10% top-up from the brand.
The fashion industry alone generates 92 million tonnes of textile waste every year, and the urgency of sustainable products and pre-loved fashion cannot be overstated. Clothing production and consumption have surged more than ever. While the fast fashion trend is fading away, many garments are worn only 8-10 times in their lifecycle. Most discarded clothes end up in landfills, causing waste pollution.
According to the UN Framework Convention on Climate Change, emission from textile manufacturing is projected to skyrocket by 60% by 2030. This could cause a huge toll on our planet, especially with carbon emissions. The fashion industry is responsible for 10% of global carbon emissions and a lot of water waste.
Source: Vestiare Collective Website
Given these startling numbers, preloved fashion and circular programs like ‘recycle, reuse, and repair’ become an integral source to save the planet. GANNI x Versatile Collective is not just a collaboration of a luxury brand to sell its products on the largest online marketplace. It is a necessity to save our resources.
According to the report, for every five pre-loved items bought, three displaced are spent on a new item. WRAP’s research also suggested that repairing one cotton T-shirt could save 7.5 kg of carbon dioxide, which equals 25 hours of ironing.
Every time we choose a pre-loved jacket, a fur coat or a secondhand dress or handbag, demand for new production decreases and so do waste and CO₂ emissions. GANNI x Versatile Collective partnership provides an infrastructure for customers to resell their products easily instead of waiting months on the resale market. The collaboration takes away uncertainty and psychological barriers, which often discourage resale. Simply upload the picture of your item, share a few details, and let Versatile Collective review and send an offer. Once a customer accepts the offer, they pack the product and attach the prepaid label to ship the item. This unique opportunity allows GANNI product owners to treat their wardrobe as a rotating ecosystem.
Source: GANNI Instagram
GANNI x Versatile Collective partnership strengthens loyalty, reduces water and provides its customers with a chance to de-clutter responsibly. It’s not only a win-win for both brands but also for our planet by reducing waste. Normalizing resale so that every piece is valued for use and has longevity is what our planet needs.
The culture of resale not only extends the life of a garment but also reshapes our industry on how we think about fashion. It's replacing the “throwaway” culture that once dominated the fashion industry with mindfulness and sustainable use.
Not just a commercial collaboration, GANNI x Versatile Collective is a necessary evolution in fashion. This partnership proves that style and sustainability can work hand in hand while also thinking about the planet. “Secondhand” does not equal “second class,” and it is imperative that consumers recognize that pre-loved fashion might be the most powerful way forward over coming years.