Alex Kremer takes us on a journey through the rapidly evolving world of branded resale, sharing hard-won insights from his pioneering work launching Patagonia's Worn Wear program and his current role as VP at Archive, which recently secured $30 million in Series B funding.

What truly sets branded resale apart from generic marketplaces is the trust factor. Customers consistently pay premium prices when buying secondhand directly through a brand they trust, knowing the items have been properly inspected and authenticated. This creates a powerful value proposition for brands looking to capture revenue that would otherwise flow through third-party platforms like eBay or Poshmark.

One of the most fascinating insights? Resale attracts customers nearly a decade younger than the typical buyer. These “aspirationalists” find an entry point to premium brands they couldn’t otherwise afford — and often become long-term loyalists. At the same time, existing customers use resale to responsibly manage and refresh their wardrobes, creating a truly circular ecosystem where community and commerce intersect.

We also dive into the operational reality: from product identification and pricing models to warehouse processing, software integration, and returns management. Archive’s technology is helping brands treat resale not as a side project, but as a profitable business channel — and the results are proving it.

Surprisingly, Alex shares that even smaller brands with strong communities are seeing success in resale. It’s not only about scale — it’s about engagement, product quality, and brand trust.

We close with a global perspective: why Germany’s existing sorting and collection infrastructure gives it a unique head start, how return culture and customer expectations vary sharply between regions, why the U.S. is leading in resale innovation and brand adoption, and how Asia’s vintage obsession may unlock a different type of circular opportunity altogether.

Ready to discover how branded resale can drive growth, loyalty, and real environmental impact? This episode is a masterclass in turning circularity into a competitive advantage.

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Fashion has a dirty secret: brands routinely produce 30% more clothing than they'll ever sell. This deliberate overproduction is baked into a global supply chain that hasn't fundamentally changed in 75 years—one that pollutes watersheds, wastes resources, and disconnects production from actual consumer demand.

Trine, founder and CEO of Rodinia Generation, is rewriting these rules with a revolutionary concept called the O-Factory. Housed in just 200 square meters, this "Omni Factory" transforms digital designs into finished garments in as little as 48 hours, all without using a single drop of water in the production process. The secret? A proprietary software "brain" that coordinates every step of manufacturing with unprecedented precision.

When fashion brands work with traditional offshore manufacturers, they must forecast trends a year in advance, wait months for production and shipping, then warehouse excess inventory that frequently ends up discounted or destroyed. The O-Factory eliminates these inefficiencies by producing exactly what's needed, when and where it's needed. The technology uses biodegradable nano-pigment inks that require no washing or steaming, cutting CO2 emissions by up to 40% while producing zero wastewater.

Most remarkably, this isn't just an environmental win—it's economically viable. While per-unit costs may be 20% higher than Asian manufacturing, Rodinia eliminates the substantial "shadow costs" of global production: shipping, tariffs, warehousing, and waste. A single production line can generate €12M in annual revenue with healthy margins, making sustainability profitable.

Beyond economics, the O-Factory enables true mass customization, giving consumers garments tailored to their exact measurements rather than standardized sizes. Each piece can include a digital product passport via QR code, offering complete transparency about its production.

Could this technology finally break fashion's addiction to overproduction and constant sales? Follow Rodinia's journey as they scale from proof-of-concept to a network of distributed factories, potentially transforming not just how our clothes are made, but our entire relationship with fashion.

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Meet the woman who's revolutionizing how we handle textile waste. Rikke Bech, CEO and founder of NewRetex, joins us from her facility in Denmark to reveal how her company has developed groundbreaking automated sorting technology that's changing the economics of textile recycling.

Five years ago, Rikke saw a gap in the textile industry's approach to waste. While brands were talking about sustainability, the infrastructure to actually recycle clothing effectively didn't exist. Textile sorting remained labor-intensive, imprecise, and unprofitable. Drawing inspiration from the food industry's traceability systems and leveraging advanced technology, she created a solution that sorts post-consumer textiles into 31 different material and color categories with unprecedented precision.

What makes NewRetex truly innovative isn't just the technology—it's their business model. Unlike traditional textile collectors who pay for feedstock and try to profit through resale, NewRetex receives payment from municipalities for their sorting services. They've flipped the economics of textile waste while building a comprehensive data collection system that follows materials from collection through recycling.

We explore the entire process: from initial sorting where approximately 15% of items are directed to reuse, through the automated sorting lines that use near-infrared technology, augmented reality, and RGB scanning to identify materials with incredible accuracy. Rikke explains how their system produces recycled fibers that are being transformed into new yarns and garments, with clear traceability that earned them the distinction of becoming the first sorting company in the world to receive GRS certification.

As Extended Producer Responsibility regulations approach in Europe, NewRetex' scalable technology offers a blueprint for how textile waste can be processed globally. The future of fashion is circular, and companies like NewRetex are building the infrastructure to make it possible.

Check out this fascinating conversation about innovation, sustainability, and how one startup is transforming an industry's approach to waste.

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