Dr Martens has paired up with the online marketplace Depop to enter the resale market and sell secondhand or refurbished boots to consumers.
The footwear brand’s ReSouled scheme will see used boots re-laced, re-polished and given new soles, heel loops and insoles before being resold on Depop.
The collaboration follows a general resale trend in the fashion industry as eBay, H&M, M&S, Harvey Nichols and Mulberry all look to play their part in supporting sustainability.
ReSouled Dr Martens will be 20% cheaper than that of the original pair of boots, with the brand looking to have a wider appeal after recently raising the price of its classic 1460 eight-hole boots in the UK by £10.
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According to The Guardian, the British footwear brand’s chief executive Kenny Wilson said the new refurbished boot range could account for up to 15% of sales in ten years time.
“We think this is going to be a big part of how consumers shop in the future. This is part of something really important for the business longer term. Our incredible strength is the durability of the product. I can own a pair for seven or eight years and they are still perfectly good for someone else who wants to buy them.”
“There are people of all ages saying they would rather buy something that is reconditioned rather than new. There are still lots of other people who do want new. It is about choice.”
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