G-Star accelerates in second-hand: Rewear expands to France, Belgium and Germany with Faume

Paris, September 16, 2025 – Following the launch of its second-hand platform Rewear in the Netherlands in 2023, G-Star is now rolling out the service in France, Belgium, and Germany. Rewear now offers customers the opportunity to buy and resell G-Star pieces online through a journey designed to be seamless, practical, and intuitive. This expansion, carried out in partnership with Faume,a leading provider of circular re-commerce solutions for premium fashion brands, demonstrates how brands can turn second-hand into both a growth driver and a brand asset.

‍

Rewear: integrated second-hand, a driver of style and business

Directly accessible from the official website, Rewear enables customers to resell their G-STAR pieces in exchange for a store credit and to purchase second-hand items that are authenticated and refurbished. Each garment is given a second life while unlocking a new revenue stream for the brand.

Rewear offers a curated selection of iconic jeans, signature jackets, and other timeless, functional pieces that embody the G-STAR aesthetic. Continuously enriched with new arrivals, the platform delivers an exclusive assortment that is updated on an ongoing basis.

‍

A strategic step for G-Star

The French, Belgian, and German markets alone account for 26% of G-Star’s total global turnover. Their integration into the Rewear program therefore marks a key milestone in the brand’s strategy. By launching its second-hand service in these strategic regions, G-Star aims not only to strengthen its connection with existing customers but also to attract a new generation of consumers who value both style and sustainability.

With this expansion, the brand takes ownership of its second-hand offering: rewarding loyal customers with a simple and attractive resale solution, generating new revenue streams, and driving traffic to its website. G-Star shows that second-hand is not only a sustainable lever but also a powerful engine for growth: the platform’s expansion and continuous enrichment with refurbished.

items both boost revenue and strengthen customer engagement across Europe. Rewear is thus becoming a cornerstone of G-Star’s digital and circular transformation in Europe.

“With Rewear, we want to make second-hand accessible and desirable by integrating it directly into our brand universe. We want every customer to feel empowered to participate in circular fashion—without compromising on style or simplicity. Expanding to three new European markets confirms that this model is both sustainable and high-performing,” explains Rebecka Sancho, G-Star E-Commerce Director.

‍

Faume: a strategic partner

Faume manages the entire Rewear service for G-Star, from collection and authentication to refurbishment, resale, and performance tracking. Its turnkey solution enables premium and luxury fashion brands to roll out profitable, well-controlled second-hand programs while retaining full ownership of customer relationships and distribution. The solution centralizes the entire resale flow and leverages powerful automated pricing tools, capable of estimating and valuing each item in real time according to brand, category, condition, or seasonality.

Today, Faume supports more than forty brands across Europe, including Sandro, Lacoste, Isabel Marant, ba\&sh, Aigle, and AMI. The G-Star case illustrates how second-hand can be fully integrated into an innovative, sustainable, and profitable retail strategy.

“This rollout proves that second-hand has become a true growth engine. By supporting G-Star, we demonstrate that it is possible to combine economic performance with a positive impact on the textile sector.”, Aymeric Déchin, CEO of Faume

‍

Press contacts for interview requests, features, visuals for Faume:

Tygénia El-Khattabi – +33 6 19 91 40 03 – [tygenia@elkh.fr](mailto:tygenia@elkh.fr)

For G-Star : pr@g-star.com 

‍

About G-Star:

Founded in 1989, G-STAR has consistently pushed the boundaries of denim through innovation, craftsmanship, sustainability, and creativity. Recognized for its avant-garde approach, the brand blends premium design, functionality, and bold creative expression, while collaborating with internationally renowned talents such as Pharrell Williams, Marc Newson, and Snoop Dogg. True to its pioneering spirit, G-STAR continues to redefine industry codes, challenge conventions, and champion creative freedom.

‍

About Faume:

Faume enables brands to unlock a new source of revenue and customers, while safeguarding their full-price business and reducing acquisition costs thanks to its white-label second-hand solution. Our platform allows more than 40 brands (Sandro, Lacoste, Isabel Marant, ba\&sh, Aigle, G-Star, AMI, and more) to overcome all technical and logistical barriers to operate this business across Europe.

‍

‍

‍

‍

‍

‍

‍

‍