INTERVIEW #22 RE-ADVENTURE
“It was about time to look after what we already have produced instead of continuing developing new products.”
Based in: Stockholm
Founded in: Sweden
Founded by: Jenny Kask & Kicki Olivensjö
Website: https://re-adventure.com/
Instagram: @readventure_
TikTok: @readventure
First of all, we’re so happy to have you here on our site!
Thanks, we really like what you do as well..
Tell me, when did Re-adventure launch, and where did the idea come from?
It came from Jenny, she contacted me during fall 2020 to discuss her idea, we have known each other from the fashion business but never worked together. We both have long experiences from various companies in “fast fashion” but felt that we wanted to do something differently. It was about time to look after what we already have produced instead of continuing developing new products. We both have worked with premium sports companies and saw that the material and fabrics even after being used long time hardly could be considered as worn. They looked new even after being used for some time. That’s how it all started. We wanted to give clothes and accessories “new adventures”. We also want to give more people the possibilities to wear functional clothing while doing sports or just being outdoors. When you have been doing outdoor activities in functional fabrics you don’t want anythingelse.
“That’s how it all started. We wanted to give clothes and accessories “new adventures””
How would you describe Re-adventure and its concept?
We are a premium second hand company, with us you can sell or buy clothes and accessories that look like new at affordable prices. You find us in a traditional store where we love to share our experiences when it comes to functional clothing and what to wear when. We love having dialogues with our customers to try to find out their needs and give good service. We have lots of customers that are coming back more or less every week just to say hi or to see if there are any new products in the store.
“We thought that the core target customer would be in the age 20-25 but he/she is older than that. Maybe one reason is that although the prices are much better than in a general store it’s still an investment you make when you by a premium second hand garment.”
In what way is Re-adventure a sustainable way of shopping?
We look after what is already produced. From a sustainable point of view it’s the best you can do for the environment. We don’t need more products we need to look after what we already have and use it again and again.
What has been the toughest challenge so far running the store, online and offline?
We opened during the pandemic, that has had an impact of customers visiting the store. On the other hand: we all want to be outdoors so the interest for functional clothing has been raised. As we are new in the market it takes time for re-adventure to be known. We spend a lot of time marketing our name on various platforms and we try to have a close dialogue with relevant people. As we only have one piece of each garment it's very time consuming to keep the site up to date.
Could you describe your target group, and tell us what type of person you think would enjoy Re-adventure?
We have all kinds of customers in all age groups. We thought that the core target customer would be in the age 20-25 but he/she is older than that. Maybe one reason is that although the prices are much better than in a general store it’s still an investment you make when you by a premium second hand garment. We get such great feedback from everyone visiting us regardless of age or gender. Everyone today understands that we need to act differently when it comes to how we consume.
“Ask yourself if you need to buy a new garment or if you can use what you already have.”
What would you advise consumers to do who seek to create a sustainable closet and lifestyle?
Ask yourself if you need to buy a new garment or if you can use what you already have. Maybe it’s just a zipper that is broken which can be easily fixed. Look out for marketplaces like us and try to find what you look for there, look into your own wardrobe and sell (or give away) what you don’t use any longer. Swap clothes with your friends.
Do you have any specific goal in mind, as of right now, regarding Re-adventureand its future?
We want to grow; we want to be international. There is no reason why we couldn’t sell to anyone anywhere!! We might expand in more cities in Sweden as the interest is so big. What do you think needs to change in the fashion industry in order to make it more sustainable? Sometimes I feel that we forget about the customer. If we wouldn’t continue to buy in the same way we do today the fashion companies wouldn’t produce so much. We as customers have the power, we can be the change! But the industry has changed and is changing although it takes time.
And last but not least - If you’d be able to choose one person to show off Re-adventure’s clothing, who
would it be?
I will not mention a person here but everyone that has an impact on us as consumers would be good, politicians, artists or even royals. You are all welcome..