Smartwool Announces “Second Cut Resale,” A Resale Program Enabled By thredUP’s Resale-as-a-Service®

DENVER, Colo./Oakland, Calif. — September 26, 2023 — Smartwool, a manufacturer of Merino wool-focused products for active living, and thredUP, one of the largest online resale platforms for apparel, shoes, and accessories, today announced “Second Cut™ Resale,” a program that allows customers to shop secondhand products at and resell gently-worn items on for Smartwool shopping credit. “Second Cut Resale” is powered by thredUP’s Resale-as-a-Service® (RaaS®), which enables the world’s leading fashion brands and retailers to deliver customizable, scalable resale experiences to their customers.

“We are excited to launch the next phase of the Smartwool Second Cut Project and further our circularity efforts with thredUP. Second Cut Resale offers the Smartwool customer an easy way to resell their gently used clothing and shop pre-loved Smartwool® products. Through this program, we aim to provide even more value to our customers all while doing good for the planet,” says Denise Anderson, head of Global Brand at Smartwool.

Through Second Cut Resale, customers can purchase secondhand women’s and kids’ apparel and accessories at Customers can also earn Smartwool shopping credit for sending in gently worn items. To participate, customers can generate a prepaid shipping label at, fill any shippable box or bag with apparel, shoes, and accessories from any brand in their closet, and ship it to thredUP for free.* Sellers who receive Smartwool credit for eligible items that sell in the listing window will earn an extra 15 percent bonus on their payout in the form of a gift card to be used on

“Smartwool’s commitment to a more circular business model is apparent from its initial Second Cut Project the company launched two years ago, and we’re honored that they’ve chosen thredUP’s RaaS to double down on their efforts,” said James Reinhart, CEO of thredUP. “Smartwool apparel is quality-made and built to last, and it comes as no surprise that the brand performs incredibly well in the secondhand market.”

Smartwool’s resale program powered by thredUP’s RaaS is part of the brand’s broader sustainability initiatives to shift toward a more circular business model. This April, Smartwool released its first circular designed hike sock made with repurposed yarn from collected socks from the brand’s Second Cut sock takeback program, a year-round initiative that launched in 2021. The Second Cut project empowers Smartwool consumers to be a part of the solution to the apparel industry’s textile waste problem by donating their old socks — one of the most discarded pieces of apparel. Since the launch of this program, Smartwool has collected 1.07 million consumer socks, equaling around 86,503 pounds of socks diverted from landfills.

* Terms apply

Posted September 26, 2023

Source: Smartwool