The fast-fashion titan’s premium, London-based minimalist apparel brand has announced the launch of Resell, a platform that allows customers to buy and sell their pre-worn Cos apparel.
Cos says the new digital space reinforces its mission to become fully circular and renewable by rethinking the lifecycle of its clothing. The online assortment will be curated by the brand’s community, and will also include new pieces from the 13-year-old Cos archive.
American shoppers may have to wait a bit longer to peruse the site, though. Resell will launch in the U.K. and Germany in September, expanding globally later in the fall season.
In March, Cos debuted a sustainable denim collection for men and women, made with organic, responsibly sourced cotton. New processes allow the brand to use less water and energy than standard denim through production, and the styles, which are absent of rivets, are fully recyclable.
Last fall, the company debuted its first line of repaired merchandise, dubbed Restore, at three stores in Berlin, Stockholm and Utrecht. The previously damaged or unsellable clothing, which would have otherwise been bound for landfills, was mended in a partnership between H&M Group’s innovation program, The Laboratory, and Oregon’s The Renewal Workshop. The organization has most notably partnered with The North Face on its Renewed collection of refurbished garments and accessories.
The Workshop sorts, cleans and repairs clothing from customer returns or overstock, using liquid-carbon-dioxide technology from Tersus Solution that requires no heat or water. The closed-loop method allows about 98 percent of the liquid CO₂ to be recaptured after each cycle.
At the time, Cos said the test collection was a testament to H&M Group’s intent “to become even more sustainable and lower our impact on the environment.”
At an August webinar hosted by Fashiondex, H&M U.S. sustainability manager Abigail Kammerzell said the company’s brands were doubling down on new business models like rentals and recommerce. “We’re fully responsible for the entire life cycle of a garment, and making sure that it never ends up in a landfill,” she said.
Kammerzell touted H&M Group’s forward movement in revamping its supply chain processes and championing innovation through its Global Change Awards, but acknowledged that the company is still working to scale those solutions across its massive global network.