Italian retail clothing company, Diesel, is launching a "carefully chosen edit" of restored and renewed second-hand denim in selected Italian stores and online across Europe.
According to Diesel, the 'Second Hand' project intends to provide a "creative and inspiring method to take steps towards circularity" by allowing customers to keep Diesel products in active use for years to come.
During the summer, the effort was put to the test with denim buyback programs in select Italian locations, and Diesel collected 900 pairs of jeans to give them a second life.
A red logo will be stamped on the back of each item that has been reconditioned for the 'Second Hand' collection. This Diesel addition will allow customers to rejoice in their secondhand purchases while making them look "as good as new."
The resale initiative will also assist to reduce a pair of denim jeans' carbon and water footprint. Life cycle analysis has shown that when buying new, a single pair of jeans can use approximately 4,000 liters of water. 'Second Hand,' on the other hand, treads lightly, as each pair of jeans is hand-picked in Italy, then meticulously restored at specialized denim facilities located less than 200 miles from Diesel's headquarters, before being sanitized.
In addition, all clothing is sprayed with Viraloff and Odor Crunch, a Polygiene-developed combination treatment featuring anti-microbial and odor-resistant properties that allow for reduced frequent laundering throughout customer use.
Diesel 'Second Hand' merchandise can be purchased at three Italian locations: Milan, Florence, and Rome, as well as online at diesel.com from anywhere in Europe. Diesel also stated that its buyback denim program will continue in Italy.
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