H&M Canada launches second-hand fashion platform

Dubbed H&M Rewear, the program offers fashion fans a platform to buy and sell pre-loved styles. Launching Sept. 7, Rewear aims to “push circularity and help close the loop” of fashion by offering resale of garments from any brand.

“We felt it was important to be inclusive of all brands in Canada rather than just limiting this platform for H&M products,” Frédéric Tavoukdjian, country manager of H&M Canada, said in a news release. “We want to provide a destination for Canadians to become active participants in circularity and find new homes for garments from any brand in their closet.”

The first market to launch a program of this kind for the retailer, the resale platform will feature garment descriptions and images for buyers, along with a small suite of tools for sellers including picture retouching and price recommendation. Sellers will be able to accept payment via direct deposit or an H&M gift card.

“Although we offer garment collecting in our stores, we felt it was important to find a second way for our customers to recycle their clothing,” Géraldine Maunier-Rossi, head of marketing for H&M Canada, said in the release.

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