Swedish fashion giant Hennes & Mauritz has announced the launch of a pilot project to sell used and vintage clothing online.
Sales will start in Sweden through the online store of the H&M upscale brand & Other Stories. Within a few years, H&M will also open online sales of vintage clothing in other countries.
“We view the project as a growing part of the industry, with huge opportunities for both consumers and environmental impact. We significantly reduce the impact on it by extending the life of the products,” commented Anna Gedda, Head of Sustainability at H&M.
Leading its history since 2010 Brand & Other Stories part of the H&M concern, but remains a fairly independent brand that has three design offices in Stockholm, Paris and Los Angeles. & Other Stories positions itself as a store where you can find everything to create your own individual style - all the items presented in the store can be easily combined with each other. The brand operates in the middle price range between H&M and COS. The cost of clothes is on average from 25 to 80 dollars.
The new project will be launched in conjunction with Sellpy, a startup in which H&M is investing. Sellpy is a fast growing Swedish company founded in 2014 as a vehicle to help companies and individuals sell old clothes and unwanted items quickly. Sellpy is currently working on creating a "favorite" clothing section on the & Other Stories website.
At the same time, as part of a pilot project, H&M company is developing a system through which it will be possible to track the history of the selected purchase, namely: where and how this or that thing was produced. The exact timing of the launch of the project for the sale of vintage and used clothes through & Other Stories has not yet been reported.