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H&M launches vintage clothing online-store



Swedish fashion giant Hennes & Mauritz announced the launch of a pilot project for the sale of second-hand and vintage clothing online.
& Other Stories

Sales will start in Sweden through the online store of the H&M -controlled upscale brand & Other Stories. For several years, H&M will also open online sales of vintage clothing in other countries.

“We see the project as a developing part of the industry, with huge opportunities for both consumers and in terms of environmental impact. We significantly reduce the impact on it, extending the life of the products,” commented Anna Gedda, Head of the Sustainable Development Department at H&M.

Leading its history since 2010, the brand & Other Stories is part of the H&M business, but remains a fairly independent brand that has three design offices in Stockholm, Paris and Los Angeles. & Other Stories is positioning itself as a store where you can find everything to create your individual style - all the items presented in the store are easily combined with each other. The brand operates in the middle price range between H&M and COS. The cost of clothing is on average from 25 to 80 dollars.

The new project will be launched in conjunction with Sellpy, a startup in which H&M is investing. Sellpy is a fast-growing Swedish company, founded in 2014 as a means to help companies and individuals quickly sell old clothes and unwanted items. Currently, Sellpy is working to create a section of "favorite" clothing on the website & Other Stories.

At the same time, as part of a pilot project, H&M is developing a system through which it will be possible to track the history of the selected purchase, namely: where and how this or that thing was produced. The exact timing of the launch of the project for the sale of vintage and used clothing through & Other Stories is not reported.


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