Lululemon Athletica has unveiled two new initiatives to the market, Like New and Earth Dye, which are aimed at delivering on its future-facing commitments toward sustainability.
Like New, a re-commerce platform being trialled in California and Texas, will allow customers to trade-in Lululemon products that are ‘like new’, before opening as a resale platform in June.
The business has partnered with re-commerce players Trove to bring this new platform to life, with all profits to be reinvested in to additional sustainability initiatives, as well as the expansion of the Like New platform.
Customers will be able to take products into one of the business’ 80+ participating stores, or by mail, in exchange for an e-gift card.
Earth Dye, however, is a limited-edition collection of products which are made with low-impact dyes upcycled from the waste of oranges, beets, and saw palmetto trees sourced from the agricultural and herbal industries.
These low-impact dyes use less water, carbon and chemicals compared to traditional synthetic dyes, and lower the brand’s environmental footprint.
“Lululemon is actively working to help create a healthier future, and we are focused on meeting the goals detailed in our Impact Agenda, including making 100 per cent of our products with sustainable materials and end-of-use solutions by 2030,” said Lululemon chief executive Calvin McDonald.
“[These initiatives] are both meaningful steps towards a circular ecosystem and demonstrate the sustainable innovation underway in product development and retail.”