Since Oxfam launched Second Hand September in 2019, the resale movement has grown fast. This week on the Second Hand Safari, we explore curated resale and spotlight three innovators: My Wardrobe HQ, Positive Retail, and Sign of the Times.
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Every September, millions of people commit to buying nothing new for 30 days, thanks to Oxfam’s Second Hand September campaign. First launched in 2019, the initiative was designed to raise awareness of the environmental, economic, and social benefits of shopping second hand and donating what you no longer wear.
The message has struck a chord. With celebrities like Jameela Jamil fronting this year’s campaign, and Oxfam’s research revealing that UK wardrobes are hiding an estimated 1.6 billion unworn items of clothing, it’s clear that the appetite for resale and circular fashion is only growing. That’s a lot of potential inventory waiting to find a new home in a market with surging demand.
This week: Curated Resale. Featuring: My Wardrobe HQ, Sign of the Times, and Positive Retail - Three very distinct business, all with press-worthy roles in the rise of resale in the UK, all offering curated collections – and all working closely with premium and luxury brands through unique, pioneering partnerships.
An early entrant into the rental market; now a leading luxury rental and resale marketplace. A digital-first business, they have been running a permanent concession at Harrods since 2021 - where customers can discover a curated selection of in-demand pre-loved luxury items. They also manage a growing Sample Sale business, with 30+ brand partnerships across heritage, contemporary and cult labels. They have thousands attending each sale and are creating a much-desired brand-enhancing experience for customers who care about circularity and conscious consumption. (Note: one of these partnerships is with Mint Velvet, working alongside Tern Circular.)
Premium curated resale for men and women, Positive Retail mixes surplus stock from brands like Damsen Madder, Jakke, Aligne, Universal Works and others with pre-loved private seller consignment. With four stores across Margate, Deal and Dalston and Faversham, they’ve set out a rather bold ambition to categorically change customer perceptions of resale: providing joy, protecting the planet and creating community. They’ve also been very clear that this a model they intend to scale.
This ever-evolving Chelsea born consignment shop has long been at the forefront of Luxury and Designer Second Hand. In fact, it’s hard to find a ‘best of [vintage/second hand/pre-loved] shopping list’ that doesn’t include them. Beyond their celebrated DTC offer (online and in-store, with presence in London, and now Manchester and Chesire), they’ve also established groundbreaking partnerships with some of London’s most recognisable retailers, like Peter Jones and John Lewis, as well as newer-to-market players, such as BrandAlley.
“Resale is a growing market and great opportunity for retailers to engage new consumers, where there is an increasing demand for more sustainable choices in the fashion sphere." - Antonia Johnstone, owner and CEO, Sign of the Times
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