Aussie fashion giant Birdsnest launch pre-loved offering ‘Rehatched’ to combat fast fashion

Women’s clothing retailer Birdsnest Online have made good on their aim to lessen the impact of ‘fast fashion’ with the launch of their pre-loved offering, Birdsnest rehatched, allowing customers to shop a range of second-hand Birdsnest clothing or contribute their own for a store credit or donation to a women’s charity.

The Australian online fashion giant has cemented its focus on impact and sustainability with the launch into the circular fashion economy, introducing a lifetime returns guarantee and a range of pre-loved styles available to purchase alongside their current season.

The move to a lifetime guarantee returns model disrupts their own already generous 365-day returns policy in the company’s quest to modify shopping habits and minimise landfill.

“Birdsnest rehatched is part of us taking responsibility for the clothing we bring into the world,” says the company’s founder, Jane Cay. “Our mission is to make participating in a more circular fashion economy simple, fun and convenient for our community, as that will naturally change shopping habits and extend the life cycle of our clothes.”

Strong consumer appetite for second-hand clothing

Recent reports reveal that attitudes towards second-hand clothing are changing, with Australians Googling ‘second-hand clothing’ 50 per cent more this year than last.

When Birdsnest surveyed 2,000 of their online customers, a staggering 96.5 per cent said they had something to contribute from their wardrobe and 85.7 per cent would be interested in purchasing pre-loved items, particularly if goods were in ‘like new’ condition.

The rehatched idea was born during 2020 lockdowns when the business encouraged customers to clean out their wardrobes and contribute items to the pre-loved range, with 50 per cent of sales going to charity partners. Two physical market days in the regional town of Cooma proved to be a huge success, with long lines of customers forming before the doors opened – a sign of the strong consumer appetite for Birdsnest’s fashion seconds.

Listen to Jane Cay on the First Act podcast:

The Birdsnest rehatched range consists of garments in ‘very good’ to ‘excellent’ condition that have been carefully checked by the Birdsnest team. Each style is discoverable on the site with quality images and details, past reviews and extensive filtering options. Customers still have 365 days to receive a full refund on a rehatched item purchase.

Customers are encouraged to get involved and contribute once-loved Birdsnest items via prepaid returns postage, in return for a small store credit to shop online or a donation to a woman in need. To date, donations have been directed to victims of the Northern Rivers floods.

“I love seeing this pre-loved range sitting alongside our current new season range, showing how great fashion can take a slower lane,” says Cay. “We thank those in our community who are contributing their once-loved Birdsnest styles, and all those who will shop the range. Each person is taking part in helping our collective Birdsnest wardrobe live longer.”

Shop the Birdsnest rehatched range.

Want more? Get our newsletter delivered straight to your inbox! Follow Kochie’s Business Builders on Facebook, Twitter, Instagram, and LinkedIn.