British activewear brand BAM is taking a significant stride in enhancing its sustainability initiatives through a strategic partnership with the innovative clothing resale platform, Continue.
This unique partnership is designed to simplify the resale process for BAM’s environmentally-conscious customers, thanks to the cutting-edge technology provided by British start-up, Continue.
Unlike other traditional resale apps, the marketplace app from Continue seamlessly synchronizes with the content on its brand partners’ websites, eliminating the need for customers to upload photos, descriptions, colors, or categories when listing their items for resale.
Upon signing up for the Continue app, customers gain immediate access to their BAM orders from the past two years, enabling them to effortlessly list these items for resale with a simple swipe.
Merryn Chilcott, BAM’s Sustainability and Technical Manager, emphasizes the brand’s commitment to creating durable, long-lasting clothing. «Our aim is to ensure our clothing is enjoyed for as long as possible, reducing the burden on landfills. This collaboration with Continue empowers our customers to extend the life of their beloved BAM garments while also earning extra income. With 64% of Gen Z actively seeking resale options before considering new purchases, and the global secondhand market predicted to double by 2027, any solution that streamlines and accelerates the process of sustainable fashion is a major win.»
Harry Riley, CEO of Continue, sheds light on the revolutionary approach: «Historically, data between new and secondhand markets remained disjointed, resulting in a cumbersome and inefficient process for consumers looking to sell their unwanted clothing. This contributed to the staggering £40 billion+ worth of unused clothing cluttering consumers’ closets and landfills. Continue’s mission is to bridge the gap between these markets by seamlessly integrating with retailers’ online stores, offering consumers a seamless resale experience. In return, retailers earn a commission on each sale, tapping into the thriving resale market.»
This collaboration represents the latest stride in BAM’s ’73Zero’ initiative, a bold undertaking aimed at reducing clothing waste at a time when an alarming 73% of clothing ends up in landfills. It brings BAM, a B Corp activewear brand, closer to its 2030 goal of becoming impact-positive.
Meanwhile, Continue, which made its debut in April, has already garnered support from over 20 partner brands on its platform, including renowned names like Hayley Menzies, Oceanus Swimwear, and Richards Radcliffe.
