Patagonia blurs the line between secondhand and new clothing
Reported byTrellis (GreenBiz) ↗·Sourced by Goodlede
Patagonia moved its Worn Wear secondhand collection off a separate website onto its main e-commerce site, where used and new apparel are merchandised together. The company sold nearly 160,000 verified secondhand items in fiscal 2026, generating $13 million in sales; its Reno facility processed approximately 230,000 pieces of clothing in 2025, with roughly 80 percent resalable.
This is an e-commerce integration and marketing strategy intended to increase participation in secondhand sales, which supports Patagonia's circular economy goals. Secondhand consumption still requires consumer choice and participation.
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