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To simplify future reselling, Samsøe Samsøe sews ad-generating QR codes into garments

Most people only wear a fraction of the clothes they own — a point not lost on Samsøe Samsøe. To keep their products in use, the Danish fashion brand is adding smart labels that simplify future resales.

Sewn into each garment is a unique QR code that's linked to its specific data set — fabric, color, size and original price. When a customer decides to clear that item out of their closet, it more or less sells itself. After scanning the code and connecting to a Facebook account, an ad is automatically generated and populated with the garment's details and photos. The owner only needs to add the condition it's in and the price they're asking.

Samsøe Samsøe prepays costs for a micro campaign on Facebook and Instagram, targeted hyperlocally to avoid long-distance shipping. Resell Tag was just launched and is currently used on eight styles in Samsøe Samsøe's collection, with plans for a further roll-out over the next year.

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Fashion is one of the world's most polluting industries, so there's every reason to buy fewer new items. While peer-to-peer commerce has taken off in a big way — the fashion resale market grew by 69% between 2019 and 2022 — the hassle involved still puts many people off.

By introducing a solution that's both tech-driven and sewn-in, Samsøe Samsøe removes friction from the reselling process and actively prompts customers to extend a product's lifecycle.

Related: Partnering with thredUP, Madewell opens its first secondhand storeFrench startup Youzd is a Vinted for furniture that handles delivery, for hassle-free secondhand shopping

Innovation of the day

Spotted by: Liesbeth den Toom