BAM said the partnership “is designed to make it as easy as possible for its customers to sell on their pre-loved items, thanks to British start-up Continue’s innovative technology”. The tech behind the marketplace app syncs with the content of its brand partners’ websites, “meaning that — unlike other resale apps — customers don’t need to upload photos, descriptions, colours or categories”, the pair noted.

When customers sign up to the Continue app, it automatically offers access to their BAM orders from the past two years, “allowing customers to put any of these items up for resale with a simple swipe”.BAM’s Sustainability and Technical Manager Merryn Chilcott said: “We make clothes that are built to last, so we want to make sure they’re worn as much as possible and stay out of landfill. This partnership with Continue means our customers can easily and quickly extend the life of their pre-loved BAM garments while pocketing some cash. And with 64% of Gen Z looking at resale before buying new, and the global secondhand market set to almost double by 2027, anything that makes it quicker and easier to prolong the life of clothes is a win.”Harry Riley, Continue’s CEO, added: “Until now, data between new and secondhand markets has typically been completely disconnected, creating a fiddly, arduous process for consumers to sell their unwanted clothes. This contributes to the astounding £40 billion+ worth of unwanted clothing sitting in consumers’ wardrobes, and of course to the amount sent straight to landfill. “Continue aims to connect the two markets, plugging into retailers’ online stores to give consumers a frictionless resale experience. In return, retailers earn a commission every time their products are sold, allowing them to monetise the growing resale market.”This is the latest step for BAM in its ‘73Zero’ initiative, which aims to reduce clothing waste at a time when 73% of clothes end up in landfill. It takes the B Corp activewear brand “closer to its goal to be impact-positive by 2030”.Meanwhile, Continue, which launched in April, already claims more than 20 partner brands signed up to the platform including Hayley Menzies, Oceanus Swimwear, and Richards Radcliffe.