klee klee and Deja Vu Launch Second-Hand Circular Fashion Initiative in China
Chinese sustainable fashion brand klee klee, part of the ZUCZUG Group, has partnered with second-hand retail platform Deja Vu to launch a new “Second-Hand Circular Plan,” encouraging consumers to recirculate unwanted clothing through resale and recycling channels. Running from May 1 to July 30, the initiative allows users to recycle klee klee garments through the Deja Vu app with free home pickup services and shopping incentives designed to encourage participation in circular consumption.
Since opening its first independent store in Shanghai in 2017, klee klee has integrated sustainability into its operations through environmentally friendly materials, low-pollution production processes, biodegradable packaging, and deadstock reuse initiatives. Deja Vu, which began as a second-hand book platform before expanding into fashion and lifestyle products, has developed a standardized system covering collection, quality inspection, pricing, and resale to improve trust and efficiency in second-hand transactions.
According to the two companies, more than 2,165 pieces of klee klee clothing had already been recirculated through the Deja Vu platform as of March 1, 2026, helping reduce over 23,000 kilograms of carbon emissions. The collaboration reflects growing momentum around circular fashion in China, as brands and resale platforms increasingly work together to extend product lifecycles and promote lower-impact consumption models.
By integrating recycling incentives directly into both brands’ digital ecosystems, the partnership also signals a broader shift toward making circularity more accessible and consumer-friendly. Beyond reducing waste, the initiative promotes a wider message shared by both companies: well-made products deserve to be used for longer.
