Danish fashion brand Ganni, has established a peer-to-peer resale platform that allows customers in Scandinavia and the United Kingdom to purchase and sell pre-loved fashions.

Ganni's REPEAT initiative, which began with a rental platform in 2019, includes integrating reselling into its website. Customers will be able to buy pre-loved goods at its Copenhagen store, rent clothing online, or participate in the marketplace with the launch of the new platform.

Ganni said that their goal is to assist the fashion industry to minimize waste and close the loop. They won't pretend that fashion is environmentally friendly, and they recognize that they still have a long way to go in terms of building a circular textile economy, but they believe that by working together, they can help close the loop

It went on to say that its technology enables sellers on its new platform to swiftly determine their prices and that after they've sold an item, they can select between a bank transfer or a 20% purchase credit that can be used on the company's e-commerce website.

Reffstrup further stated that the fashion house takes a holistic approach to sustainability. Last November, the brand teamed up with Sojo, a garment alterations and repair app, to provide tailoring and modifications to its community.

Earlier that month, the company stated that it would broaden its sustainability efforts by teaming with Infinited Fiber Company, a circular fashion and textile technology company.