A Vision for a Greener Fashion Future

From her early years, Emily Gittins was troubled by the environmental toll of fashion—a sector responsible for nearly 10% of global CO₂ emissions and more than 20% of water waste. In a world where consumers demand ever more at lightning speed, the status quo was unsustainable. Motivated by a deep passion for environmental stewardship, Emily envisioned a new way for the industry to thrive without leaving a heavy footprint on the planet.

The Genesis of Archive

In 2021, Emily teamed up with Ryan Rowe to launch Archive—a groundbreaking platform designed to empower fashion brands and merchants to create bespoke resale solutions. The idea was simple yet powerful: use technology to give brands control over their own resale ecosystems, making it easier to sell pre-loved items directly to consumers. This approach not only combats waste by extending the lifecycle of garments but also helps distribute the economic benefits of tourism and fashion more equitably.

Bridging Gaps with AI Innovation

Archive’s secret sauce lies in its sophisticated AI platform. Built on advanced machine learning tools, Archive’s system, nicknamed Salmon, analyzes user preferences, historical data, and real-time mapping information to generate personalized recommendations and itineraries for fashion resale. Unlike competitors like Trove and Treet, Archive’s platform is designed to support global brands across diverse markets. Its features include:

1. Smart Pricing & Product Feeds: Dynamic pricing strategies and real-time data feeds allow brands to optimize resale values.
2. Comprehensive Warehouse Management: Tools to manage intake, processing, repair, and fulfillment ensure that every garment finds its next life.
3. Profit and Cost Analytics: Brands can connect Archive with their existing systems to track performance and make informed decisions.

By automating many of the tedious processes traditionally associated with resale—like manual data entry and slow, error-prone system handoffs—Archive helps brands focus on innovation and customer engagement.

Capturing a Growing Market

The opportunity in the secondhand market is enormous. According to a report by ThreadUp, the U.S. resale market is projected to hit $73 billion by 2028—a figure that’s only expected to grow, particularly among eco-conscious and budget-minded consumers. Archive not only taps into this booming market but also addresses a key pain point for brands: reaching international customers in a fragmented digital landscape.

Investors and Expansion

Archive’s innovative approach and promising traction have attracted significant investor interest. The startup recently raised a $30 million Series B round led by Energize Capital, with participation from Lightspeed Venture Partners, G9 Ventures, and Bain Capital Ventures. This infusion of capital brings Archive’s total funding to $54 million, fueling further product development and innovation.

The new funding will help Archive expand its platform, refine its AI capabilities, and open up new markets. As regulatory frameworks like California’s Responsible Textile Recovery Act and similar measures in Europe promote sustainable fashion, Archive is poised to lead the charge, enabling brands to scale their resale operations while reducing environmental impact.

Creating Shared Opportunities

Archive’s story is one of shared opportunities. By providing a platform that makes sustainability economically viable, Archive empowers brands to not only boost their bottom line but also contribute to a greener future. The platform’s ability to seamlessly integrate with existing tools means that even established fashion giants like New Balance, The North Face, and Oscar de la Renta can adopt resale strategies without overhauling their entire operations.

For Emily Gittins and her team, every successful sale and every garment given a second life is a win for both the environment and the economy—a win that exemplifies the power of technology to drive meaningful, shared change.