Armor-lux embraces resale with Faume. A new step toward a circular, sustainable, and purpose-driven fashion model

Armor-lux takes a strategic turn toward resale.‍The Breton brand, a pioneer in responsible and sustainable fashion for over 20 years, is launching its own pre-owned clothing resale platform, in partnership with start-up Faume, the French leader in circular re-commerce solutions.‍The goal: to regain control over the second life of its pieces, build customer loyalty, attract a new generation of consumers, and actively contribute to the textile industry's decarbonization objectives.

An integrated, controlled and enhanced resale model

As part of its website redesign, Armor-lux is launching a comprehensive service for collecting, reconditioning and reselling pre-owned garments under its own brand.The principle is simple: customers can send back their Armor-lux and Bermudes pieces in exchange for a voucher valid on the brand’s website.Items are then authenticated, quality-checked by experts, reconditioned and listed for resale on a dedicated platform operated by Faume.The resale price is calculated based on the original retail price and the condition of the item.Armor-lux products now benefit from a fully controlled resale and repurchase cycle.

“This new service strengthens loyalty among our existing customers and attracts new generations accustomed to second-hand platforms.
Taking the resale turn seems essential to us today, to stay aligned with our commitments to product quality and longevity, while offering our customers the same premium experience within our brand universe.
We are delighted with the partnership with Faume, which offered us a simple, effective and tailored solution,”
emphasizes Thomas Gueguen, General Manager of Armor-lux.

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Faume gives fashion brands back control of their resale channel in the face of market giants.

Faume gives fashion brands back control of their resale channel in the face of market giants.‍Faume offers an all-in-one resale solution, built on proprietary technology and integrated logistics. This enables premium and luxury brands to easily develop a resale service within their own brand universe. Armor-lux has entrusted Faume with the entire value chain: collection, logistics, pricing, customer service, and performance reporting.An approach already adopted by several leading names in the industry, including Sandro, Isabel Marant, and Soeur.

“Peer-to-peer resale paved the way, but brands came out losing: no data, no margin, no control.
Our mission at Faume is clear: help brands reclaim ownership of their circular model.
Armor-lux understood that resale should no longer be endured but industrialized.
We’re extremely proud of this collaboration with such an iconic name in French fashion,”
says Aymeric Déchin, CEO of Faume.

To date, Faume supports around forty premium and luxury fashion brands across Europe.

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Resale: a growing opportunity for brands

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The sale of second-hand products in France and around the world has seen exceptional growth in recent years, especially accelerated by the pandemic and lockdown periods. According to a study published in April 2025 by the Fédération de la Mode Circulaire and KPMG, the second-hand textile market could reach €26 billion by 2030, representing an average annual growth of 8.5%.

France accounts for 25% of this European market, with its average annual growth projected by KPMG at 6.6% through 2034.

These figures clearly show that consumer behavior is changing in a lasting way, and that fashion brands must adapt to this deep-rooted shift. Premium brands are paying close attention to this circular economy, looking to harness the momentum to maintain control over their image and distribution.

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Armor-lux: a company committed to a more circular fashion model

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With the launch of this second-hand platform, Armor-lux furthers its environmental commitments and its ambition to promote a more circular and sustainable approach to fashion.

For over twenty years, the Breton brand has followed a structured CSR policy, aligned with the most rigorous standards: ISO 26000 (CSR), ISO 9001 (Quality), and ISO 14001 (Environment).

Armor-lux has taken many steps to reduce the environmental impact of its operations by favoring recycled and organic materials, reducing its water and energy consumption, minimizing its carbon footprint, and giving a second life to customers' worn garments.

Since 2015, the company has collected, sorted, and revalorized 210 tons of end-of-life clothing, of which 74% has been recycled or reused.

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About Armor-lux

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Founded in 1938 in Quimper, Armor-lux has preserved a tradition of exceptional craftsmanship in the design and manufacturing of underwear and knitwear, supported by one of the last vertically integrated textile production facilities in France.
More than a brand, Armor-lux now embodies a way of life, with marine-inspired collections, authentic and durable garments, and a strong commitment to job preservation and environmental responsibility.
As of 2025, Armor-lux celebrates 87 years of existence, employs 600 people, operates 3 factories in France, runs 100 stores, and upholds values such as quality, innovation, ethics, and social cohesion.
More info: armorlux.com

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About Faume

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Faume enables brands to develop a new source of revenue and customer acquisition, while protecting their full-price business and reducing acquisition costs thanks to its white-label second-hand solution.
Our platform supports over 40 brands (including Sandro, Lacoste, Isabel Marant, ba&sh, Aigle, G-Star, and AMI) in eliminating all technical and logistical constraints to operate resale programs across Europe.
More info: faume.co

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Press contacts
For Faume:
Tygénia El-Khattabi – +33 6 19 91 40 03 – tygenia@elkh.fr

For Armor-lux:
Marianne Gueguen – +33 2 98 90 92 34 – marianne.gueguen@armorlux.com

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