Earlier this week, Gucci announced a multi-aspect partnership with The RealReal, an online and “brick-and-mortar marketplace for authenticated luxury consignment.” The collaboration includes a unique Gucci e-shop filled with consignors’ items and merchandise brought in from the luxury brand itself, according to Vogue. As an incentivize to shoppers who purchase from the online marketplace: For every Gucci product bought or sold, TRR will plant a tree through One Tree Planted, a nonprofit organization working on global reforestation.
The partnership is described as being rooted in sustainability, according to Julie Wainwright, the founder, and CEO of The RealReal. TRR has revamped the idea of secondhand clothing by branding as a more sustainable way to shop, while Gucci pursued its own goal of sustainability during the summer. The luxury brand released Gucci Off the Grid, a line of accessories and streetwear created from recycled and revived fabric.
“Gucci is at the forefront of driving the fashion industry to become more sustainable, so having them recognize the role of resale and The RealReal in creating a more sustainable future is really powerful,” Wainwright said. “By encouraging their community to shop resale, Gucci will help us bring more people into the circular economy and show that resale is complementary to brands.”
The virtual marketplace owner also shared his feelings about the ongoing issues in the fashion industry, where a surplus of items and clothes are being temporarily worn and then thrown away.
“We have to get people thinking about the life cycle of what they buy,” he said. One garbage truck’s worth of textiles is landfilled or burned every second. Fashion can’t continue being disposable—we have to buy things that are well made and resell [them] when we’re done with them. Partnering and collaborating directly with brands, as we are with Gucci, is a meaningful way for us to harness their influence to increase exposure to the importance of circular fashion.”