More Sustainable Clothing Year 2024 Challenge

A more sustainable clothing year is made one choice at a time!

At Emmy, we work every day to make second hand a viable alternative to new. This means that throughout the year, we strive to raise awareness about the responsibility challenges in clothing production, promote second hand as an alternative to buying new, and build partnerships that make selling and buying second hand even easier.

During Emmy’s nine-year journey, over 100,000 customers have bought second hand. We think this is already a great achievement. And yet, in the bigger picture, we have only scratched the surface when it comes to the potential of the second hand industry. In fact, we can think that we have reached less than 1% of our potential customers if the goal is to get every Finn involved.

It’s clear that each of us buys and uses clothes. Every time a customer starts their buying journey with second hand, it’s a small victory for us at Emmy in the big effort towards sustainable consumption. It’s also important to remember that every consumer has a key role in the circular economy, at the very least as a seller of second hand.

At Emmy, we made a New Year’s resolution: In 2024, we will introduce three new tools to our customers to make second hand a viable alternative to new. The first of these is our More Sustainable Clothing Year 2024 Challenge, which we will support with various marketing communications content.

What is the More Sustainable Clothing Year 2024 Challenge?

The goal is to help consumers turn to the circular economy. At Emmy, we have seen how individual actions can have a big impact, and a more sustainable clothing year is made one action at a time, together. That’s why we are now challenging our customers to join us in increasing our collective impact!

A consumer turning to the circular economy sells and buys second hand. We created three different options because people are at different stages on their own journey. This way, everyone can choose their own commitment based on how familiar they are with selling and buying second hand.

Choose one commitment:

• “I promise to replace one product I would normally buy new with a second hand item during 2024.”
• “I promise to sell my clothes for the first time during 2024.”
• “I promise to put clothes up for sale four times a year, always a month before the shopping season starts.”

Take on the challenge by January 14th at the latest and enter the raffle on Emmy’s IG account!

You and a friend can win a €100 Emmy gift card, which will be raffled on Tuesday, January 16th.

At Emmy, we promise to help you fulfill your commitments by reminding you and providing inspiration throughout the year. Welcome to join us!