HERA Clothing goes green with circular scheme

UK-based fashion e-tailer HERA Clothing has launched 'HERA Rewear' - a circular platform for buying and selling second-hand clothing.

HERA known for its skinny jeans and street-style aesthetic, aims to extend the life of clothing and reduce waste with its new scheme.

Customers can trade in their used HERA clothing to receive credits to their HERA Collective loyalty account. With a fully integrated service, shoppers can return used clothing and also shop seamlessly on the main website.

Holly Beadle, CEO of HERA, commented: "We have worked hard since acquiring HERA, to confidently provide quality clothing, that we believe could live multiple lives. Our mission is to always do the best we can, and HERA Rewear will provide the start of a more circular experience for our customers and HERA products.

"We know you can have a bad experience when buying and selling pre-loved pieces on mainstream resale platforms, and we wanted to change that. Our HERA Rewear platform is an extension of the HERA experience, whereby every element of the journey is provided and controlled by us."

HERA Clothing, known for its quality clothing at attainable price points, was founded in 2015. In October 2021, the streetwear label was acquired by Paul Richardson and has since undergone a transformative period.