The marketplace app enables its shoppers to resell old clothing from the brand that they no longer want. The move represents a step towards more sustainable ways of shopping from the fast fashion brand – which says it also reflects its customers’ desire to buy more sustainably.

Shoppers can join the PrettyLittleThing marketplace, uploading previous purchases from the brand in order to resell and recycle them.

PrettyLittleThing marketing director, Nicki Capstick says: “We know now more than ever that our customers are more conscious of how they shop therefore we wanted to be the first fashion brand to launch a resale site with the ability to integrate the customers’ previous PLT purchases into their wardrobe as well as creating new listings and selling items from other brands. We’re encouraging our customers to recycle and resell unwanted garments whilst making money in return.”

The app-based marketplace has been built in-house and tested by more than 200 staff members ahead of launch. Features include the ability to sync the app with a customer’s existing PLT account, wish lists, image recognition, text filtering, and PayPal integration, while upcoming improvements include a subscription service, and the ability to pay using PLT store credit and seller reviews. The app will also launch in the US in the coming months.