As part of the Secondhand September campaign led by Posti, Anna Puu and Benjamin Peltonen have compiled and tuned their own collections from pre-loved fashion. The collections, curated together with stylist Eero Böök, include 5 outfits from both artists, which will be presented at a streamed fashion live in September. Through Secondhand September, we want to turn attention to more sustainable consumption and the diversity of the secondhand market for a month.
The global secondhand fashion market is projected to grow 3 times faster compared to the rest of the clothing industry to 350 billion by 2028 (Thredup 2024). The e-commerce-like experience of buying and selling secondhand makes it easier for more people, and the diversification of the selection increases the chances of finding personal styles that suit them. The collections created now bring out the trendy side of well-liked fashion.
"Dressing up, fashion and personal style have always been important forms of self-expression for me as a performer. As an experience, however, this was a new one. It was incredibly inspiring to create new outfits in the spirit of circular economy," Anna Puu says.
"Both collections got hot! Using creativity for secondhand fashion was a great experience, and also educational. Customizing clothes is a very concrete way to get a new twist on responsibility", comments Benjamin Peltonen.
Secondhand September is a month of responsible actions that brings together several actors.
"We are very happy that Anna and Benjamin brought their creativity to the table. We want to inspire people to think about secondhand not only as an act of responsibility, but also as an opportunity to find gems that suit them from an even wider selection. The reasons for buying secondhand are increasingly diverse, but every product that has gained a new life significantly reduces the emissions generated in the manufacture of new," says Elina Rosenlund from Posti.
The collections will be presented at a Fashion Live on September 10, which can be viewed live on Posti's Instagram and TikTok accounts. After the Fashion Live, consumers will have the chance to win outfits from the collection in a raffle that opens on September 10 at posti.fi/secondhand.
Secondhand September
September, Posti will bring together 11 popular secondhand operators who want to work together to promote more sustainable consumption and emphasize the diversity of the market of previously owned fashion and goods. In Finland, the growth of the secondhand market, worth approximately one billion euros*, is accelerated by the secondhand online marketplaces. The number of secondhand treasures passed through Posti has increased about fivefold in a year, and the pace does not seem to be slowing down.
In addition to Posti, the campaign partners include Tori, DNA Vaihtokapula, Kalevala Pitä, Gugguu, Papu, Marimekko Preloved, Luhta, Huuto.net, Plick, Emmy Clothing, and Fonum. During September, the campaign partners will offer benefits and discounts, for example, in the form of transportation together with Posti.
"For twenty years now, Posti has played an enabling role in the growth of e-commerce. It is important for us to support our partners in sustainable growth, and the circular economy plays a significant role in this. By joining forces, we will be able to raise an important topic and promote it concretely. Building a sustainable future is a common concern for all of us," continues Elina Rosenlund.
One of the three pillars of Posti's sustainability program is sustainable growth within our planet’s boundaries: we drive the clean transition of logistics. We want to mitigate climate change and work to preserve biodiversity; promote the circular economy and increase our sustainable customer offer; and continuously improve our environmental management.
More on Secondhand from September: posti.fi/secondhand
*Finnish Commerce Federation 2023
