European clothing retailer VIA Outlets, which has 11 locations around Europe, is launching a new sustainability initiative with the launch of its first ‘Re.Love’ pop-up store in Lisbon, Portugal. The sustainable pop-up project aims to deliver a more sustainable and quality shopping experience to its customers and will feature ‘sustainable’ collections, secondhand fashion, and rental.
The first ‘Re.Love' pop-up debuted on September 3 at Freeport Lisboa Fashion Outlet, with the second following in mid-October in Batavia Stad Amsterdam Fashion Outlet. The initiative is part of VIA Outlets' larger "Beyond Sustainability" plan, which aims to make outlet shopping more positive and regenerative.
Each store will open for three months, housing sustainable collections from brands such as A-line, Bottletop, Desigual, Foursoul, Karl Lagerfeld, LoveBrand, Hugo Boss, United Colors of Benetton, Osklen, Pepe Jeans, Tommy Hilfiger, Not-Yet-Famous, WeTheKnot, and many others.
Trend Circle, a premium secondhand company that sells names like Prada, Chanel, Balenciaga, Gucci, and Dolce & Gabbana, will also be available for rent and purchase.
Geert Paemen, group sustainability director at VIA Outlets, said that they’re happy to pioneer this new sustainability project, which complements the ambitious environmental objectives they have set for their centers and shows the important efforts being made by their brand partners in this field.
Paemen added that as part of the Re.Love launch, they also kick off a new relationship with Zero Desperdicio, a company that has created a textile waste monitoring tool to aid in the battle against consumer waste in Portugal, completing the loop on a more sustainable future for fashion and their participation in it. They will weigh all garment contributions from their customers at the Re.Love the pop-up stores and teach them about their good contribution to the planet.
Adrián Branco, CSR and sustainability coordinator at Desigual, said that sustainability is no longer a choice for organizations, but an obligation. Consumers want action and results, and they must be ready to meet those expectations. With this in mind, they believe it is critical for them to assist their partners in their efforts to promote sustainability, which is why they were particularly excited to join the Re.Love project with VIA Outlets.
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