Rimowa, the luxury luggage brand, is launching its Re-Crafted program, selling vintage suitcases in their used, scratched state, celebrating their history and travel stories. Unlike brands that focus on pristine resale items, Rimowa promotes this wear as a badge of honor. Emilie De Vitis, VP of Product and Marketing, notes that the brand buys back old suitcases for refurbishment, ensuring functionality, yet often preserves their distinctive character. Surprisingly, these vintage pieces sell out quickly, reflecting a strong consumer demand for authenticity and sustainability in luxury products.
Rimowa intentionally offers vintage suitcases in their original, beat-up condition to celebrate the travel experience, showcasing wear and tear as badges of honor.
As part of the Re-Crafted program, Rimowa buys back used luggage for refurbishing, emphasizing functionality over cosmetic appearances, which resonates with consumers seeking authenticity.
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