Armadioverde, the first Italian marketplace for second-hand fashion founded in 2015 changes direction with a new name: greenchic.
It is a rebranding project aimed at consolidating the platform also internationally, focusing on sustainable commitment and technological innovation.
As for the European expansion, greenchic is working on the design of pre-loved garments. To date the initiative affects about 200 thousand dresses. Through the extension of the project the platform will be able to have other garments from multicultural communities.
greenchic’s rebranding was an opportunity to launch other projects such as Upcycled, the new line handmade in Italy from waste products. For the realization of the collection greenchic is recruiting and training young talents of fashion design. In addition to Upcycled there is also Regenerate, the plan for small repairs on clothes to reduce waste and give them new value.
David Erba, co-founder and CEO of greenchic said he was very satisfied with the rebranding initiative: “We are very happy to have become greenchic, a name that gives the impetus to accelerate our growth and our positive environmental and social impact in the world of fashion. The thing that gives me more satisfaction” – continues Erba- “is to see how the new projects are based on all the know-how and skills that we have developed with armadioverde. An evolution and not a change, which will allow us to scale much faster thanks to the strategic partners we brought aboard in the last round of investment.”
On the cover: greenchic