June 22, 2021

Benetton goes secondhand via Depop

2 min read

Benetton and Depop, the secondhand fashion marketplace (that has just been acquired by handmade goods marketplace Etsy), are collaborating.

The aim of the project is to celebrate the long-lasting Italian brand’s heritage and promote itself to the young consumer by leveraging on aspects shared by both companies such as diversity, inclusion and sustainability.

The new cooperation started on May 31. Depop sellers from across the US and UK put together a collection of vintage Benetton pieces and started selling them online.

Benetton x Depop

Benetton x Depop

In The UK, the 60-piece collection spans the 1980s to 1990 and includes men’s and women’s pieces and accessories, showcasing Benetton’s DNA and commitment to color. The selection includes rare rugby shirts, iconic colorblocked sweatshirts, patchwork denim jackets, Argyle jumpers and linen shorts.

The collection has been handsourced by top sellers @HMSVintage, @AreaEighteen, @Thrifty_Towel, @happydais and @campervanvintage, all of whom are specialists in secondhand and vintage apparel.

In The US, the retro Benetton product featured was sourced by 15 Depop sellers across the US including, @nostalgic_threadz, @throwbacksvintage, @thegrungedoll, @mineclothingshop and @heynicholevintage.

Benetton x Depop archive USA, f/w 1993 collection

Benetton x Depop archive USA, f/w 1993 collection

This new campaign is also meant to sensitivize important social issues, just as Benetton’s campaigns did in the 1990s when the brand addressed many a controversy at the time with its now famous promotions that were photographed by Olivero Toscani and now are icons of advertising.

The campaign features @YouthClubStore who is committed to promoting more conscious consumption of fashion, @ArchiveSix who speaks to her empowerment as a POC businesswoman, dancer @Ayo, on the importance of self love and self acceptance and @Hadiyahh who is passionate about the representation of real female bodies in the media.

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