Lululemon Dives Into Second-Hand Market With Trove

Words by Romana Hai

Lululemon Jumps On Second-Hand Market
Lululemon Jumps On Second-Hand Market

In an effort to further accelerate its sustainability mission, lululemon has announced two new initiatives: lululemon Like New, the brand’s first-ever recommerce program and Earth Dye, a limited-edition collection made with earth-friendly dyes. Both initiatives are set to launch this May.

“lululemon is actively working to help create a healthier future, and we are focused on meeting the goals detailed in our Impact Agenda, including making 100 percent of our products with sustainable materials and end-of-use solutions by 2030,” said lululemon CEO Calvin McDonald.

“Our lululemon Like New and Earth Dye initiatives are both meaningful steps towards a circular ecosystem and demonstrate the sustainable innovation underway in product development and retail.”

The announcements are part of the company’s Fall 2020 Impact Agenda, wherein lululemon outlined its vision to minimize environmental impact and contribute to a better world through equitable and sustainable techniques.

Through its Like New initiative, a trade-in and resale program, the company hopes to extend the life of its products by encouraging consumers to trade in gently used lululemon clothing in-store or by mail in exchange for a lululemon e-gift card.

To bring the program to life, the athleisure wear company has partnered with Trove, which will support with resale technology and operations. Any gear that fails to meet quality standards will be recycled through reverse logistics company, Debrand.

The program will allow lululemon to save up to 50 percent of the product’s carbon footprint and 310 grams of waste. Any profits from the initiative will be used to further support the company’s sustainability initiatives, including circular product design, renew and recycling programs, and store environmental programs. The trade-in program will launch as a pilot in California and Texas in May and will officially roll out as a resale program in the same markets in June.

Meanwhile, the company’s Earth Dye collection is being designed using lower-impact dyes upcycled from the waste of oranges, beets, and saw palmetto trees sourced from the agricultural and herbal industries. The company noted that these dyes use less water, carbon and synthetic chemicals compared to conventional synthetic dyes. The collection will become available Tuesday, May 11, 2021.

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