Brighton based start-up Gender Free World (GFW), continues to disrupt fashion industry standard practice by launching a ‘pre-loved’ clothing service as part of its commitment to slow fashion. The world’s first dedicated brand led pre-loved buy and sell group.
Now entering its fourth year, GFW is on a mission to dispel the outdated tradition of clothing separated by gender identity by providing clothing for individuals regardless of their sex but still designed to fit their body.
Bucking the trend of getting their clothing made overseas with a pile ‘em high sell them quick ethos, GFW clothing is a mid range priced brand with shirts made in the UK. It has loyal following and is ‘community led’. As such, when encountering customers in the field (literally in some cases) they know that people are losing or gaining weight and lamenting the fact that they no longer fit in to their favourite animal print shirt
Co-founder Lisa Honan explains “We have launched a Facebook group which allows members to buy and sell their pre-loved GFW shirts. We know that sometimes our customers have change size and for some a GFW Shirt is a considered purchase financially because it is made in the UK. The pre-loved group means that you can purchase GFW shirts at significant reduction on their new price.
We are not making any money for this service but as we know our clothing is built to last we want everyone to get the most out of them. People are listing their shirts regularly and it often doesn’t take more than a day or two to make a sale. And from an environmental perspective, buying used and not new, wherever possible, is always better.”
GFW Clothing have quadrupled in size in three years and described as a “challenger brand” by Pragma, a management consultant company who have advised JD Sports, Kath Kidson and Dreams, among many others.