Lucy & Yak co-founder Lucy Greenwood discusses the brand’s evolution and commitment to sustainability with the launch of their PreLoved initiative.

Lucy & Yak, a well-known sustainable fashion brand, has recently unveiled plans to expand its operations in the realm of circular fashion. The co-founder, Lucy Greenwood, spoke about the evolution of the brand since its inception in 2017, emphasizing the importance of taking responsibility for the lifecycle of each product even after it has been sold. “When [we] launched… in 2017, we realised that, if we wanted to be truly circular, we had a responsibility for the lifecycle of anything we created, even after the customer has ownership of the piece,” Greenwood stated.

In 2023, the brand launched its first buyback scheme in physical stores, which was met with considerable success and revealed a strong customer demand for sustainability options in online shopping. As a response to this demand, Lucy & Yak has rebranded its initiative to “PreLoved,” which aims to promote the buying and selling of second-hand items. Greenwood described the project as “a real passion project” and has expressed excitement about its potential expansion into new geographical areas in the future.

The PreLoved initiative will include one-off items, such as hand-embroidered pieces created by the Re:Yak Studio, further enhancing the unique, sustainable offerings available to consumers. The brand’s focus on circularity and the thoughtful stewardship of clothing appears to reflect a growing trend in the fashion industry towards more sustainable practices, aiming to minimize waste and promote longevity in fashion consumption.

The report from Fashion Network highlights the ongoing commitment of Lucy & Yak to not only create stylish apparel but also to engage in responsible practices that resonate with a burgeoning audience concerned about sustainability in the fashion sector.

Source: Noah Wire Services