Streetwear brand Hera has joined the growing UK resale market, launching its own platform for buying and selling the brand’s second-hand clothing.

Called Hera Rewear, it said the aim is to “extend the useful life of clothing, reduce clothing waste and encourage the reuse of products instead of discarding them, creating a more circular journey”.

The Cheltenham-based brand, led by sisters Holly Beadle (CEO) and Georgia Streeton (CBO), noted the brand has gone solo rather than partnered with a pre-existing repair platform or marketplace “offering their own integrated services, to provide the best experience possible for customers”.

It also said the platform becomes “an endorsement of the quality of Hera’s clothes, and the multiple lives they can have”.

Within the scheme, customers trading in their used Hera clothing will receive credits to the brand’s Collective loyalty account for further purchases of new or pre-worn pieces.

Beadle said: “We have worked hard since acquiring Hera to confidently provide quality clothing that we believe could live multiple lives. Allowing customers to shop new and second-hand all in one go, and giving our loyal customers the chance to earn from clothes they don’t want anymore…is something completely new to us and it has been a huge learning curve and investment for a company of our size.

“Many other retailers have outsourced to external marketplaces, but we’re adamant on retaining the customer experience that we pride ourselves on, by providing this experience ourselves.”