British footwear and clothing brand, Dr. Martens, has announced ambitions to join the resale market as part of a new partnership with Depop, an online second-hand marketplace.

Used Dr Martens boots will be repolished, given new laces, soles, heel loops, and insoles, and then resold for about 80% of the cost of a new pair as part of its ReSouled program.

After hiking the price of its iconic 1460 eight-hole boots in the UK by £10 to £159 in July, the lower-cost alternative is likely to appeal to a larger audience as interest in sustainability grows.

Dr. Martens' Chief Executive Kenny Wilson predicted that refurbished or used boots might account for up to 15% of sales in ten years.

Wilson added that they believe that this will play a significant role in how customers purchase in the future. This is a part of something that will be extremely beneficial to the company in the long run. The product's extraordinary durability is their great strength. He can own a pair for seven or eight years and they will still be suitable for sale to someone else. People of all ages have stated that they would prefer to purchase a refurbished item over a new item. There are still a lot of folks who desire something fresh. It’s a choice.

While the legacy brand already has continuing restoration agreements with specialized refurbisher The Boot Repair Company and at its UK facility, Wilson stated that a far larger program was being considered. However, he emphasized that the company's cooperation with Depop would require thorough testing, which he estimated would take around six months before moving on to the next level.