# Sustainability-Focused Shopping Initiatives Madewell and thredUP Debut the Madewell Archive By Kalin Ned | Published 2019-10-15 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/madewell-archive References: [madewell](http://www.madewell.com/) & [thredup](https://www.thredup.com/p/about) The [Madewell Archive](https://www.trendhunter.com/trends/madewell-x-one-of-these-days) is a newly launched, fashion-forward and sustainability-focused partnership between beloved [Millennial](https://www.trendhunter.com/trends/quaker-porridge-pots) brand Madewell and [thredUP](https://www.trendhunter.com/trends/secondhand-search-engine) — "the world's largest fashion resale marketplace." The partnership is coming at a time when fast fashion is beginning to slow down and consumers are acting on their curiosity about second-hand options, vintage stores, and eco-conscious mandates. The Madewell Archive is intended to "extend the lifespan of Madewell denim" and offer young shoppers the opportunity to opt-in for something sustainable that is more directly rooted in contemporary fashion. The jeans are hand-picked, washed and refurbished. The curation of the product here plays a big part. The Madewell Archive will be available in select stores in Austin, Chicago, Nashville, and NYC, as well as in California. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 89% | Activity: 91% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Resale Fashion:** The partnership between Madewell and thredUP taps into the growing trend of consumers seeking out second-hand options and vintage stores. - **Sustainable Denim:** The Madewell Archive showcases the potential of extending the lifespan of denim through refurbishing, meeting the demand for eco-conscious and sustainable fashion. - **Curated Fashion:** The curation aspect of the Madewell Archive highlights the opportunity for retailers to provide carefully selected and refurbished fashion items, giving consumers a unique and sustainable shopping experience. ### Who This Affects Most - **Fashion Resale:** The partnership between Madewell and thredUP demonstrates the disruptive innovation opportunities in the fashion resale industry, meeting the increasing demand for sustainable and second-hand fashion. - **Denim Refurbishment:** The Madewell Archive presents a disruptive innovation opportunity in the denim industry, showing how refurbishing and extending the lifespan of denim can contribute to a more sustainable fashion ecosystem. - **Curated Retail:** The curation aspect of the Madewell Archive suggests the potential for disruption in the retail industry, where carefully selected and refurbished fashion items can offer unique and sustainable shopping experiences for consumers. ## Related on Trend Hunter - [Circular Fashion-Enabling Partnerships](https://www.trendhunter.com/trends/coach-and-poshmark.md) - [Sustainable Denim Brand Collabs](https://www.trendhunter.com/trends/amber-valletta-x-triarchy.md) - [Collaborative Archival Campaigns](https://www.trendhunter.com/trends/90s-collection.md) - [Designer-Led E-Commerce Partnerships](https://www.trendhunter.com/trends/willy-chavarria1.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md) - [Affordable Deadstock Apparel](https://www.trendhunter.com/trends/shein-1.md) - [Regenerative Designer Fashion Shows](https://www.trendhunter.com/trends/endless-runway.md) - [Pre-Loved Clothing Platforms](https://www.trendhunter.com/trends/preowned-platform.md)