- Robyn Turk
The RealReal has partnered with Gucci for a new initiative promoting a
circular fashion economy. The luxury consignment shop will host an online
pop-up of pre-worn Gucci items now through the end of the year.
The brands will also plant a tree through the nonprofit One Tree Planted
for each Gucci item purchased through The RealReal. This will further help
the organization’s global restoration efforts to mitigate climate change in
the Amazon Rainforest and replenishing Californian forests after this
year’s record-breaking wildfire season.
The RealReal has said that Gucci is one of its best performing brands
year over year, with its demand up by 19 percent this year. Even more, its
resale value is 2.3 times stronger than average for luxury brands.
Through partnering with The RealReal, Gucci is sending a message to its
consumers that consignment and secondhand retail is an excellent way to
extend the lifespan of luxury items. To date, consignment of Gucci items
through The RealReal has saved 230 metric tons of carbon and at least 10
million liters of water, compared to the environmental cost of
manufacturing new items.
“Gucci is raising the bar, not only for the fashion industry, but for
all companies by continuously innovating to make its business more
sustainable,” The RealReal’s founder and CEO, Julie Wainwright, said in a
press release.“Together we’re shining a global spotlight on resale that we
hope will encourage all consumers to support the circular economy and join
us in reducing fashion’s carbon footprint.”
Image: The RealReal