Oroton has taken its first step towards the circular economy, launching a partnership with resale platform, AirRobe.
The partnership will allow Oroton customers to resell, rent or recycle their pre-loved Oroton pieces.
The launch builds on Oroton's sustainability mission, which has so far included the use of recycled and plant-based materials, supply chain transparency and best practice processes.
Oroton CEO Jennifer Child said the business was excited to advance its journey to a circular economy.
"Being timeless for us isn’t just about the quality of our products, being timeless is also about creating memories and experiences we share with our customers.
"Today, that vision takes on a new life with our AirRobe partnership, where our loved pieces can be shared and re-used between friends, families and communities.
"We are excited about this step into the circular fashion economy, and we are committed to using technology to deliver new, meaningful experiences to our customers," she said.
When shopping on the Oroton website, customers can add their purchases to their digital robes to resell, rent or recycle later.
AirRobe CEO and founder Hannon Comazzetto welcomed the partnership with Oroton.
"We are delighted to partner with such an iconic label as Oroton to help facilitate sustainable practices.
"It’s inspiring to see leaders of the fashion ecosystem like Oroton take the lead by driving industry to a circular one," she said.
Oroton joins other Australian businesses including The Iconic, P.E Nation, Rebecca Vallance, Zanerobe, Glue Store and Unreal fur that have launched the service on their sites.