Benetton links with Depop for UK and US archive sales initiative

By

Sandra Halliday

Published
Jun 2, 2021

Benetton is the latest big name in clothing to link up with Depop for a curated collection of rare vintage and archive pieces, handsourced by Depop sellers.

Their collaboration aims to “celebrate Benetton’s boundary-pushing heritage, channelled through the energy and self expression of Depop’s creative community”.

It champion’s “the longevity of the Benetton archive and the value of shopping secondhand” and sees Depop sellers from across the UK and US taking part.

Benetton CEO Massimo Renon said the initiative is part of the firm’s wider drive “to revamp the brand and gradually increase its appeal to young generations”. He added that “thanks to Depop’s second-hand shopping model — a fundamental element for sustainable fashion — Benetton also enters the circuit in a contemporary and original way”.

In UK, the 60-piece collection spans the 1980s and 90s archive, taking in men’s, women’s and accessories, “showcasing Benetton’s eclectic brand DNA and commitment to colour”. 

Depop’s Global Head of Brand Partnerships, Steve Dool, said the link-up “expands on our efforts to continue working with community-focused brand partners that share similar brand values to ours. Benetton’s long-standing reputation for challenging conventions and championing inclusion in their creative campaigns directly connects to Depop’s point of view”.

The Benetton x Depop campaign “aims to spotlight those who are speaking up and dismissing norms, providing a creative platform for members of the Depop community to stand up for something and share their voice on the social issues that are important to them today”.

Those Depop sellers taking part include @YouthClubStore “who is committed to promoting more conscious consumption of fashion”; @ArchiveSix “who speaks to her empowerment as a POC businesswoman”; dancer @Ayo “on the importance of self love and self acceptance”; and @Hadiyahh, “who is passionate about the representation of real female bodies in the media”.