Tagline
A new apparel resale system that helps everyone involved in clothing thrive
Rename is a new apparel resale system launched by FINE Co., Ltd. in May 2016. Apparel products are prone to surplus inventory due to trends and seasonal wear, and unsold items may be discarded. To address this, brand labels and care labels are replaced at partner sewing factories, allowing the products to re-enter circulation without displaying their original brand names. The system aims to reduce apparel waste while protecting brand value and to bring “the intrinsic value of clothing and the makers’ intentions” to more people.
Concept
While protecting brand value, the system reduces apparel waste. It aims to bring clothing that had not previously reached people to a wider audience and convey “the intrinsic value of clothing and the makers’ intentions.”