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At Archive, our mission is to keep products in circulation for as long as possible.
Each Earth Month, we see our brand partners highlight resale in different ways, but this year resale took center stage across the entire customer journey.
Here, we highlight how our brand partners spotlighted their sustainability initiatives, bringing resale to the forefront of their customer messaging through incentives, storytelling, and full-funnel integration.
This year, brands made sure all of their customers searched and shopped secondhand first. New Balance and KEEN led with homepage takeovers, bringing their resale offerings directly into the primary shopping experience.
When resale lives alongside new product, it becomes even more ingrained in how customers shop without having to seek it out.
Earth Month remains a prime opportunity to drive both secondhand supply and demand, so brands leaned in with exciting offers:
Globally, brands like ECCO Preloved paired demand-driving discounts with resale storytelling, reinforcing that secondhand is both accessible and desirable.
Beyond promotions, brands are becoming more deliberate in how they tell the resale story.
YETI Rescues simplified its circular model into three clear steps—Rescue, Renew, Release—giving customers a clear view into where product comes from and where it goes next.
Others, like Dagne Dover and Fjällräven, paired impact messaging with lifestyle content to show resale in action, helping connect sustainability to real, everyday use.
The result: resale feels simple, intuitive, and accessible for their customers.
For many partners, resale is no longer a separate initiative but an extension of the product itself.
Programs like Faherty’s Second Wave, On’s Cyclon™, and Ulla Johnson PreLoved reinforce the same idea: products are made to be worn, passed on, and worn again.
That mindset is starting to show up not just in operations, but in how brands market and merchandise.
And Earth Month wasn’t just digital!
We partnered with Faherty to take over their NYC flagship for an early Earth Day celebration that brought together brands, partners, and friends of circularity for a morning of conversation and connection.
A panel moderated by Elizabeth Segran featured Kerry Docherty, Kara Carter, and Shannon Powell, exploring how resale is shaping their businesses especially when it comes to customer loyalty and experience.
Guests shopped Second Wave pieces traded in by Faherty customers, alongside matcha and bites from Matchaful, and left with a reminder that resale is just as powerful in person as it is online.
This Earth Month made one thing clear: resale is becoming core to how brands engage customers.
From homepage placements to stronger incentives to clearer storytelling, the playbook is evolving, and brands are meeting customers wherever they are.
We’re excited to keep building toward a future where resale isn’t a moment, but the norm!
