Why Brands Are Hyping Well-Worn, Heritage Hand-Me Downs

Market Trends - The fashion industry is seeing a rise in demand for pre-owned items with patina [1] - Brands like Rolex and Levi's are launching certified pre-loved resale programs [1] - Sustainability is a key driver for consumers interested in upcycling [1] - Younger shoppers are attracted to the well-worn look and more affordable price tags of resold items [1] Company Initiatives (Barbour) - Barbour offers repair and re-waxing services for its wax cotton jackets, which cost around $400 new [1] - Customers can receive an $80 store credit for trading in old jackets [1] - Barbour repairs and resells old coats, sometimes with colorful patches or stitching [1]