Previously Easycom, now Inretrn

Circular fashion, your guide to sustainable reuse

In our relentless quest for fashion sustainability, the industry buzzes with talks of circular business models and thriving second-hand markets. But, how do we seamlessly weave these green threads into the core fabric of business operations? This guide is an expedition into the intricate maze of sustainable reuse, rent, and reprocess – dissecting the challenges and stitching together strategies for scalability.

A diverse group of professionals engaged in a meeting around a dark table, featuring notebooks, digital devices, and coffee cups. The setting includes subtle natural light and a focus on collaboration and communication.
Controlling sales channels

The allure of the second-hand market is undeniable, yet its profitability often slips through the fingers of even the most prestigious brands. The key? Mastering the art of sales channel control. By fine-tuning these channels, brands can extend the lifecycle of their products while preserving the essence of their identity – particularly critical for luxury names where post-sale value is paramount.

Patagonia’s worn wear example

Dive into the realm of Patagonia’s Worn Wear platform. This initiative exemplifies how integrating a second-hand store directly into the main brand offering can bolster sales practices, enhance product life cycles, and even facilitate effective upselling – all without compromising the brand’s core values.

Challenges of small-scale second-hand sales

Navigating the second-hand sector at a small scale can feel like sailing stormy seas. From system integration hurdles to logistical nightmares, these challenges can devour the slim margins of sustainability initiatives. The solution lies in thinking expansively – adopting high automation and scalable frameworks to ensure not just survival but thriving operations.

Industry challenges and imperatives

Businesses often balk at the investment required for sustainable projects. Yet, as we reach the zenith of resource consumption – epitomized by the ‘peak cotton’ phenomenon – the industry must pivot towards more sustainable methods of reuse and reprocessing. This section outlines three pivotal strategies that marry sustainability with profitability.

Envisioning a new approach

Envision a future where reprocessing isn’t just a buzzword but a cost-effective, scalable reality. This future is built on the back of high automation, tailored facilities designed for ‘after-sales’ care, and rental models. It’s a collaborative effort, demanding perfected processes and a cost-effective workforce to manage manual interventions.

Strategies for achieving scalability

To elevate sustainable fashion returns to the realm of scalability, businesses should embrace these three strategies:

For businesses

Delegate the intricacies of the business model to a third party, maintaining a firm grip on sales channels. This approach simplifies integration, enhances financial transparency, and ensures a portion of the generated value circles back to the brand.

For operations

Centralize the management of returns, rentals, repairs, and reuse. Leverage digitization for product-driven automation, making scalability and efficiency the cornerstones of your operations. Streamline manual processes with a team of cost-effective professionals.

For systems

Craft a multi-client setup independent of brand-specific systems, focusing on return, reuse, rent, and flow control. This competitive landscape should foster new sales while maximizing product lifespan and profitability.


The path to sustainable fashion is paved with collaboration and scalable innovations. As the industry continues to evolve, those at the forefront of research and innovation will set the pace for a greener future. If this journey resonates with you, your insights and involvement are invaluable. Join us in redefining fashion sustainability!