Lululemon is putting a renewed emphasis on sustainability with the launch of lululemon Like New, a trade-in initiative that will expand into a resale program in the coming months. The recommerce effort will be supported by the launch of Earth Dye, a limited-edition product collection made with earth-friendly dyes and materials.
The retailer will directly reinvest profits from the lululemon Like New recommerce model to support additional sustainability initiatives, including circular product design, renew and recycle programs, and store environmental programs. The trade-in pilot will launch in California and Texas in May 2021 before expanding into a resale program in the same markets in June.
Shoppers will be able to trade in gently used lululemon clothing in one of more than 80 participating stores, or through the mail, in exchange for a lululemon e-gift card. The retailer has partnered with TROVE to support its resale technology and operations, including cleaning before resale. Items that don’t meet lululemon’s quality standards will be recycled through an ongoing partnership with DEBRAND.
The resale aspect of lululemon Like New aims to reduce products’ carbon footprint by up to 50% and save as much as 310 grams of waste per item. Shopper feedback will be collected throughout the pilot to determine future prospects for scaling up the program.
The retailer also is introducing clothing made with solution-dyed nylon, recycled polyester and Forest Stewardship Council-certified rubber materials, among other materials, to minimize their environmental impact. The Earth Dye collection in particular will use dyes made with less water, carbon, and synthetic chemicals compared to conventional synthetic dyes.
“lululemon is actively working to help create a healthier future, and we are focused on meeting the goals detailed in our Impact Agenda, including making 100% of our products with sustainable materials and end-of-use solutions by 2030,” said Calvin McDonald, CEO of lululemon in a statement. “Our lululemon Like New and Earth Dye initiatives are both meaningful steps towards a circular ecosystem and demonstrate the sustainable innovation underway in product development and retail.”