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Each September, the retail industry has traditionally focused on new collections, glossy campaigns, and seasonal refreshes. With Second Hand September, Archive and our brand partners are reframing this moment — using the same cultural spotlight to highlight the power of circularity.
Launched by Oxfam in the UK, Second Hand September has grown into a global campaign encouraging consumers to shop secondhand for the month of September. For brands, it’s a valuable opportunity: a moment to drive engagement, build loyalty, and demonstrate leadership by showcasing pre-loved collections, resale promotions, and in-store activations.
This year, nearly 20 Archive brand partners are participating in Second Hand September with a mix of online and offline initiatives, including:
In-store events such as our September 6th pop-up at Seven Wonders Collective in New York, featuring Rachel Comey, Christy Dawn, Sandro, Maje, and Fjällräven.
Special promotions ranging from free shipping and bonus credits to curated edits designed to spotlight the most in-demand resale items.
Consumer engagement through social, newsletters, and styling content that reframes resale as an integral part of modern fashion.
Check out the full roundup of Second Hand September activations on our Substack.
Resale activations during Second Hand September don’t just generate short-term sales — they build long-term brand value by delivering:
Relevance with younger audiences: resale is increasingly the entry point into luxury and contemporary fashion for Gen Z and Millennials.
Loyalty + retention: incentives such as bonus credits and trade-in offers give customers a reason to return and re-engage.
Industry leadership: participating in global campaigns like Second Hand September positions brands at the forefront of innovation in retail and resale, signaling that they are shaping where the industry is headed.
Second Hand September continues to grow in visibility and impact each year. For brands, it provides a ready-made cultural moment to showcase circularity, deepen customer engagement, and drive measurable results through resale.
At Archive, we’re proud to partner with leading brands to design and deliver these activations — from online promotions to in-store experiences — helping make circular shopping a core part of retail's future.
