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CALIFORNIA – Workers’ rights organisation Remake has questioned the motives of fashion brands in the secondhand apparel market, suggesting their services focus on “creating an additional avenue for revenue” rather than promoting circularity.

Becca Coughlan, Remake’s transparency manager, describes true circularity as “scaling virgin production (and therefore consumption) way back and replacing it with services and behaviours that extend the use-phase of garments as much as possible.”

She believes companies including Urban Outfitters, ASOS and H&M are demonstrating that their work with resale and rental offerings is a marketing ploy rather than a genuine attempt to transform their business models.

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