Farm Rio Implementing Second-Hand Sales, Aligning with Corporate B Corp Objectives
In a groundbreaking move, Brazilian fashion brand Farm Rio has partnered with resale platforms ThredUp and Poshmark to launch the "Farm Rio Closet to Closet" program. This initiative is set to revolutionise the fashion industry by promoting circularity and reducing waste, keeping clothes out of landfills.
The program's ease of use is one of its key strengths. Farm Rio customers can effortlessly sync their purchase history with Poshmark, allowing listings to be automatically created with photos and descriptions. All that's required is the seller's approval [1][3]. ThredUp, on the other hand, offers a service where customers can send gently worn Farm Rio clothing using prepaid shipping labels, with the platform handling the resale. In return, customers receive Farm Rio gift cards based on the resale value, encouraging more customers to participate in the circular economy [1][3].
Sustainability is at the heart of this initiative. The program aims to keep wearable garments out of landfill, promoting sustainable waste management and supporting circular fashion practices by extending the lifecycle of clothing [1][2][3]. The brand has also made significant strides in environmental conservation, having planted 1.5 million trees and reforested nine million square metres, as well as compensating for 18,759.23 tons of CO2e [2].
The US resale market is expected to strengthen due to ongoing trade wars and tariffs, making this the perfect time for Farm Rio to launch its program in the US, with potential global expansion in the future [4]. The brand has also partnered with the Brazilian indigenous Yawananwa peoples from the Amazon, helping communities become self-sustaining [6].
This collaboration is not only beneficial for the environment but also for consumers, as it makes circularity more accessible and attractive. By streamlining the resale processes, the integration with resale platforms like ThredUp and Poshmark encourages consumers to prolong the life of their garments, reducing environmental impacts associated with textile waste [1][3][5].
The fashion industry is embracing circularity, with B Corp brands like Farm Rio leading the way. The brand has also made strides in sustainability, as highlighted in its 2024 sustainability report, which details achievements in Environmental, Social, and Governance (ESG) areas [2]. Additionally, eco-friendly companies such as Lovevery, which produces children's toys, have also introduced resale marketplaces for their products [7].
In conclusion, the partnership between Farm Rio, ThredUp, and Poshmark is a significant step towards a more sustainable fashion industry. By encouraging consumers to participate in resale marketplaces and keeping clothes circular, this initiative is making a positive impact on the environment and promoting a more responsible approach to fashion.
Farm Rio's collaboration with ThredUp and Poshmark, through the "Farm Rio Closet to Closet" program, is facilitating a smooth resale process for customers, boosting the Circular Economy by encouraging more participation [1][3]. This initiative, driven by the brand's commitment to sustainability, aims to create a more eco-friendly fashion-and-beauty lifestyle business by promoting circularity and reducing waste [1][2][3].
