Also Tommy Hilfiger has started a project on circular fashion: Tommy For Life runs as a pilot in the Netherlands and shall expand to other European markets in 2021. The program addresses end consumers and offers them to trade their worn Tommy Hilfiger items.
For the Tommy For Life initiative Tommy Hilfiger has partnered with The Renewal Workshop, a provider of circular solutions for fashion.
Tommy For Life is divided into three categories, ‘Reloved’, ‘Refreshed’ and ‘Remixed.’
Reloved includes second-hand garments that have been returned by consumers. All items will be cleaned and in case repaired, making them “good as new for somebody else to wear”.
Within the Reloved category, directly addressing consumers, womenswear, menswear, and kidswear are accepted (excluding footwear, socks, hosiery, underwear, loungewear, swimwear, and sportswear).
Tommy For Life logo
Consumers who turn in items will be rewarded with a discount on their next Tommy Hilfiger purchase. The value of the discount voucher will depend on the type and number of items traded-in:
€5 for T-shirts, tops, rugby- and polo shirts;
€10 for jeans, trousers, shorts, trousers, skirts, blouses, and shirts;
€15 for sweaters, hoodies, jumpers, cardigans, dresses and bags;
€20 for coats, jackets and blazers.
Photo: Screenshot Tommy For Life
Tommy For Life web page
Consumers can use Tommy For Life’s online tool to trade in garments and instantly get feedback on what the items are worth. Afterwards the pieces can either be dropped off in a Tommy Hilfiger store or the consumer can print a label and mail the products directly to Tommy Hilfiger.
Turned-in items are divided into two condition standards: ‚Like New’ (these items are professionally cleaned and small but invisible repairs might have been made) and ‚Very Good’ (these items are professionally cleaned and may have one or more repairs that are nearly invisible). The final step in the process is to make sure all repaired pieces are available for sale online again.
The Refreshed category is all about recovered garments from store and e-commerce returns.
Remixed consists of products that could no longer be repaired and then taken apart and used to develop new, unique designs. The latter category will be launched next year. If the materials cannot be used for the Remixed line they will be recycled. When pieces are made from a single material, they are turned into new fibers and fabrics.
Sorting items at The Renewal Workshop
One question immediately arises: Is the discount voucher to purchase a new item not counter to a zero waste idea? Here’s Tommy Hilfiger’s answer to the critical remark: “It is not about discouraging people to buy new things. People will always want new fashion, crave newness. It’s about making sure that what they buy, will stay part of a sustainable loop. The Tommy items that are bought, can always be traded back in and we will make sure that they will be used again at their highest value. In that way we create a circular system”.