The performance apparel brand joins a growing group of major labels using in-house resale to extend product life cycles and maintain quality control
Rhone has launched reRhone, a new resale platform that allows customers to purchase verified, pre-owned Rhone apparel directly from the brand. The initiative is powered by Archive, a technology provider that supports branded resale programs across apparel and footwear.
The launch reflects a growing shift among activewear and performance apparel brands toward resale models that extend product life cycles while keeping quality control in-house. At launch, reRhone debuts with inventory sourced exclusively from select customer returns, with plans to expand the program later in 2026.
According to Bethany Evans, chief marketing officer at Rhone, the resale initiative builds on the company’s emphasis on durability.
“Our customers invest in our gear because it is made to last,” Evans said. “reRhone helps keep product in rotation and gives customers a way to discover styles they may have missed, while offering a resale experience they can trust.”
At launch, reRhone features a curated selection of men’s and women’s items that have been inspected and cleaned before being relisted. The assortment includes styles from Rhone’s established lines, such as Commuter, DreamGlow, Revive, the Pursuit Short and the Reign Tee, many of which are no longer available through the brand’s primary retail channels.
Emily Gittins, the CEO and co-founder of Archive, said Rhone’s approach aligns with a broader trend toward brand-managed resale.
“Brand-owned resale works best when it feels consistent with the experience of buying new,” Gittins said. “Rhone is prioritizing product standards and transparency as it brings reRhone to market.”
Rhone joins a growing group of major apparel brands that have introduced their own resale platforms rather than relying solely on third-party marketplaces. Lululemon operates Like New, Patagonia runs Worn Wear, The North Face has Renewed and Arc’teryx offers ReGear.
