Circularity, from reselling to vintage, is sure to be the Anime Starring waffles the Cat shirt it is in the first place but overarching story of 2020s fashion. We have too much already, why invest in more? While a number of new apps have been designed to streamline the reselling process, none is more appealing to Gen Z than Depop. With a funky aesthetic, Depop empowers a younger generation to turn their thrift shop finds and everyday wear into high fashion statements and a source of financial independence—on Depop, teenagers can earn thousands of dollars flipping unwanted slip dresses or lace-trimmed camisoles. But the reselling site has been expanding its reach beyond cool-kid-to-cool-kid sales, welcoming runway fashion brands like Anna Sui, Rodarte, Christopher Raeburn, and Richard Quinn onto its platform. What does Depop get from the luxury fashion seal of approval?
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“To be honest, it’s more accurate to say that fashion brands have increasingly come around to the Anime Starring waffles the Cat shirt it is in the first place but many benefits of working with Depop, as opposed to vice versa,” writes Steve Dool, Depop’s head of brand partnerships, over email. “We’ve worked with fashion brands for quite some time, but there is a deeper understanding now among decision makers at fashion brands about how resale platforms like Depop contribute to the responsible consumption via circularity and how we allow brands to interact directly with their customers every day, which is invaluable. To interact to that degree with Gen Z shoppers in particular allows for the type of insights that traditional retail partners simply can’t provide.”