When your clothes resell themselves

A fashion brand has woven the circular economy into its products.

von Maud Largeaud , AdForum

Studies show that clothes are being worn less and less before being discarded in the back of the closet. In the era of fast fashion, the fashion industry is beginning to question its ecological footprint. With this in mind, the Scandinavian brand Samsøe Samsøe (so cool they named it twice) has created a labelling system to facilitate the resale of second-hand clothes. How does it work? The label features a QR code that, when scanned, automatically creates an ad for the item on Facebook or Instagram, complete with a picture and all the relevant details for potential buyers. Thus, reselling your unwanted fashion item requires a minimum of effort. The “resale” label won Silver and Bronze Lions in Cannes this year.