Fashion brand DVF is launching a peer-to-peer resale program called “ReWrap” with tech start-up Archive on its e-commerce site. Customers can purchase pre-owned pieces from the brand’s archives and sell their own pieces to others. The “Missed Connections” tab allows users to request specific DVF pieces they are searching for. The brand could expand into different models, including leveraging its stores, launching a mail-in program and adding new markets. The move follows other fashion labels, such as Shein and Balenciaga, adding secondhand commerce to their stores or websites. The pandemic and new leadership marked a reset for DVF, which made a return to profitability for the first time in a decade in 2021.
Following Business of Fashion, fashion brand DVF is venturing into the resale category with their new program called “ReWrap.” The program, which is a peer-to-peer resale initiative, will be launched on DVF’s e-commerce site in partnership with tech start-up Archive.
Through ReWrap, DVF customers can buy and sell pre-owned pieces among each other, as well as shop pieces from the brand’s own archives. The program also includes a “Missed Connections” tab that operates like a classifieds page where users can put out requests for DVF pieces they’ve been trying to find. In addition, there is a “Diane in Search Of” list where the designer herself will put out a call for the pieces she wants to add to her own closet, including items from her 2014 Andy Warhol print collection.