Fanclub appointed by circular clothing brand Lucy & Yak and children’s clothing resale marketplace dotte

Lucy & Yak, the circular clothing brand known for its brightly-coloured dungarees and boiler suits which have graced the set of Sex Education, has appointed the agency to work on the launch of its Re:Yak recirculation partnership with vintage clothing retailer Beyond Retro. Launched this week, the Re:Yak Partnership aims to keep clothing in circulation far beyond the lifespan of your typical piece of clothing and rewards people for doing so. Customers can trade in old Lucy & Yak products at Beyond Retro stores around the UK, which are then ready to be given new homes or recycled responsibly, in order to prevent clothing from ending up in landfills. 

dotte, the fully circular children’s clothing marketplace, has appointed Fanclub to support on influencer partnerships and media relations. The peer-to-peer marketplace offers parents an easy way to buy and resell pre-loved items and the agency will be creating selling partnerships with influential parents. In addition, Fanclub will promote the dotte Resale Collective initiative which offers popular childrenswear brands such as Tobias and the Bear and Turtledove London, a full service remedy to become more circular. Each brand will direct customers to resell on dotte, and in return, they will reward customers who sell pre-loved items with discounts or money off their new stock.

Paul Lucas, Director at Fanclub said: “The fashion industry is much criticised for its wastefulness. When we were approached to support both Lucy & Yak and dotte in their missions to tackle the growing environmental impact of textile waste the team were falling over themselves to get involved. Both Lucy & Yak and dotte share our values in creating positive social and environmental impact and we’re looking forward to playing our part in promoting the need to give clothes a significantly longer life and ultimately minimise the impact of fast fashion.”

Lucy Greenwood, Co-founder of Lucy and Yak, said: “We’re so pleased to be working with Fanclub as a partner who is passionate about making genuine environmental impact- particularly as we launch one of our most innovative initiatives to date in the fight against fashion waste. Authenticity is at the core of Lucy & Yak, so it’s great to be working with a partner who shares these values when it comes to sustainability.’

Samantha Valentine, co-founder of dotte, said: “With Fanclub’s expertise and passion within the sustainability space, it made perfect sense to align ourselves with the agency as we continue on our mission to reduce fashion’s impact on the planet. 2022 is an exciting year of development for dotte, bringing Fanclub onboard will help us spread the word of what we have in-store for parents looking to buy and resell their children’s clothes.”

The appointment by Lucy & Yak and dotte builds on Fanclub’s growing purpose-driven client base, which includes re-commerce retailer musicMagpie and bike subscription service, Buzzbike.