NOSH and Emmy turn clothing into investments
Finnish clothing brand NOSH and Emmy are deepening their collaboration. A collaboration that accelerates the circular economy is being brought to the market, where the recyclability of NOSH's clothing is made easier and NOSH's customers earn money from their wardrobes. The companies' vision is to create a positive "quality spiral" for the clothing industry.
The textile industry has a significant environmental footprint globally. There is a strong overproduction of clothing in the world and the number of times products are used has decreased over the years. The sustainability of the industry requires high quality and durability of clothing, high recyclability and easy access for consumers to buy and sell used and high-quality clothing.
The deeper collaboration between NOSH and Emmy will start on September 20, 2023, and the idea is to sell usable branded clothing accumulated by NOSH customers as part of NOSH's service path. In practice, the new type of collaboration means that through NOSH's website, you can seamlessly put the clothes accumulated in your closets for sale on a turnkey basis. Emmy will handle the sale of the clothes and the sales proceeds will be directed to NOSH's customer.
"From the beginning, our operations have been built on the idea that the clothing industry must change. Clothing must last and pass through many owners before ending up in textile recycling. Now we have integrated the opportunity to sell used products as part of our service path and our vision is to connect circular economy principles to our operations. These are just the first steps," says NOSH's Business Director Outi Aro .
"Together with Nosh, we share the vision that favorite clothes should be seen as investments, not just consumer goods. This is possible when high quality is combined with the ease of selling an unnecessary product to the next owner. This, in turn, requires a new kind of cooperation between the second-hand market and clothing brands," says Emmy CEO Timo Huhtamäki , explaining the background to the collaboration.
There is enormous value in people's wardrobes. According to research, approximately 66 percent of wardrobes are "dormant" with no future use. NOSH and Emmy's vision is a world where quality clothing constitutes a means of payment and enables the purchase of ever higher quality products. When realized, the clothing industry will experience a "quality spiral", where functioning second-hand services create incentives for customers to invest in increasingly sustainable products.
"The prerequisite for sustainable change in the clothing industry is better quality and increased use. Our vision is for quality clothing to be easily recycled and its value to be preserved. This requires more efficient recycling services for usable clothing, and we have decided to invest in their customer-centricity and seamlessness," continues Outi Aro.
"Our vision is a 'quality cycle' enabled by the circular economy, where people are encouraged to invest in ever-higher quality products, because their resale value is maintained and they are easy to sell. NOSH is an excellent example of this and I am proud that NOSH, as one of the most circular economy-friendly brands, shares the same vision with us," continues Huhtamäki.
Additional information:
Timo Huhtamäki, CEO, Emmy Clothing Company Oy, tel. +358 40 714 0705
Outi Aro, Business Director, Nosh Company Oy, tel. +358 50 543 5561