Dutch Brands Offer Free Repairs, Resale Opportunities
Dutch consumers have new ways to extend the life of their denim.
Amsterdam-based Kings of Indigo (KOI) recently launched a free repair pilot with Mended, a circular platform that connects brands with a network of trusted tailors. Through Mended, which also works with Mud Jeans, consumers can get their KOI items repaired for free from anywhere in the Netherlands. Mended can stitch on missing buttons, fix zippers, repair rips and more.
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Consumers book their service online, complete a short questionnaire about the garment in need of repair and dispatch the item to Mended for TLC. The process takes approximately 10 days.
On LinkedIn, Mended founder Faan Maasson said the partnership with KOI is rooted in their shared belief that clothing is meant to last. “It is another commitment to quality and sustainability, and to providing unbeatable experiences, all rolled into one. You put your clothes to the test, we take care of the rest,” he said.
The free repair service aligns with KOI’s actions to become more sustainable. In the company’s 2022 CSR report, KOI said it will set a minimum durability requirement for everything it makes and fine-tune its communication strategy to promote “emotional attachment” to jeans. It will do this with storytelling that highlights the “cost per wear” benefits of investing in durable pieces and by educating purchasing on low-impact home laundry and repairs.
Goals for 2024 include launching a reuse program, establishing a system to have its own garments recycled and re-introducing Reuse the Blues, a 2019 concept collection made from recycled materials.
Resale Star
G-Star Raw, which offers free repairs through its G-Star Raw Certified Tailors program, is stepping into resale online.
The recently acquired Dutch brand launched Rewear, a platform where consumers can buy and sell pre-owned G-Star Raw garments for store credit. It is currently available in the Netherlands.
“Our garments have been designed to last a lifetime. Now, you can extend their lifecycle even further,” the brand states on its website.
The resale assortment spans jeans, chinos, jumpsuits, shorts, knits and outerwear. Product descriptions include details about the garment’s condition, ranking it as new, excellent or very good. It also includes the original price.
Prices for the pre-owned garments range from 22 euros (approximately $24) for shorts to 315 euros ($344) for a leather jacket, which original sold for 699.90 euros ($765).
To sell, consumers can drop off items at one of G-Star’s participating stores and receive an instant credit voucher that can be used in G-Star stores and on its website to buy new products or Rewear items. Items can also be mailed in through a trade-in request on the Rewear site.
G-Star takes photos of the garments and fills in all the information about items, eliminating the need for consumers to write their product descriptions.
G-Star accepts garments according to their category and year of collection. The brand does not accept items from collections prior to 2017, nor does it take items from the current collection. All items must not have been altered or be missing any sundries like buttons. Accessories, eyewear, shoes, polos, sweats, swimwear, tops, T-shirts and underwear are not eligible for resale.
