Africa has been the West’s dumping ground for far too long: a new recommerce enterprise aims to sell last season’s high fashion at significantly lower prices.
It used to be that fashion brands would produce four clearly defined lines each year: winter, spring, summer and autumn. Now, since at least the mid-2000s, fast fashion brands are flooding the market with one collection per week of cheaply produced, low-quality apparel, enabled by fossil-fuel-based synthetic fibres.
Up to 40% of clothing that arrives in Africa is “dead on arrival”: ripped, shredded and stained garments that are unsellable.A new “recommerce” platform, Faro, is helping brands sell their obsolete — yet quality — stock to consumers in Africa at greatly discounted prices as a more sustainable alternative to dumping. It also helps brands to own the customer experience and combat piracy because it protects their equity.
Set up by serial entrepreneur David Torr , Amber Penney , and William McCarren , Faro buys overstock and returns from the Danish-based Bestseller group, whose brands include Jack & Jones, Vero Moda, Vila and Noisy May. This unsold new stock will be available to the South African market, at a substantially reduced price.
In a LinkedIn post, he wrote: “The current macro environment has made fundraising extremely difficult, and unfortunately, our business was not able to achieve sustainability in time to survive. “This obviously has a major environmental impact in terms of waste. So what we will do is partner with the fashion brands globally to redistribute their overstock of clothes, accessories and shoes that they can’t sell. It’s brand new, unworn items that would have gone straight into the landfills. We redistribute that here to people who would never be able to afford that kind of quality fashion.
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