VIA Outlets launches sustainable Re.Love pop-up initiative
VIA Outlets is launching a new sustainable pop-up store initiative called ‘Re.Love’.
The concept will offer sustainable collections from VIA’s existing brands and new brand partners and is part of its strategy to go “Beyond Sustainable” and create a more regenerative approach to outlet shopping.
The first store opened in Freeport Lisboa Fashion Outlet last week, while the second will launch in Batavia Stad Amsterdam Fashion Outlet in mid-October. Both stores will remain open for three months.
The Re.Love concept has been designed to promote existing and new VIA Outlets brand partners’ sustainability efforts whilst raising awareness of their wider sustainable initiatives and the ways in which they contribute to a more sustainable future for fashion.
Geert Paemen, group sustainability director at VIA Outlets, said: “We are delighted to pioneer this new sustainability initiative, which complements the ambitious environmental targets we have set for our centres and highlights the important efforts being made by our brand partners in this field.”
Brands taking part include the likes of Karl Lagerfeld, Desigual, United Colors of Benetton, Hugo Boss, Bottletop, LoveBrand, Osklen, Pepe Jeans, Tommy Hilfiger, Not-Yet-Famous, A-line, WeTheKnot, Foursoul, and others. Shoppers will also have the opportunity to rent/buy from luxury second hand brand Trend Circle which sells brands such as Prada, Chanel, Balenciaga, Gucci and Dolce & Gabbana.
Paemen added: “As part of the Re.Love launch, we also ignite a new partnership with Zero Desperdicio which has developed a textile waste tracking platform to help fight consumer waste – in Portugal, closing the loop on a more sustainable future for fashion and our role in it. In the Re.Love pop-up store they will weigh all clothing donations from our guests and inform them about their positive contribution to the planet.”