How California’s New EPR Law Will Supercharge Fashion Resale
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- Retail How California’s New EPR Law Will Supercharge Fashion Resale By Pamela N.
- Forbes contributors publish independent expert analyses and insights.
- Clothes from females wardrobe on shelf of second hand store.
Retail How California’s New EPR Law Will Supercharge Fashion Resale By Pamela N. Danziger,
Forbes contributors publish independent expert analyses and insights. Pam Danziger reports on retail, focused on the luxury consumer market.Follow Author Jun 30, 2026, 02:35pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Summary California's new Responsible Textile Recovery Act (SB 707) takes effect July 1st, mandating fashion brands register with Landbell USA. This first-of-its-kind U.S. Extended Producer Responsibility law holds producers accountable for their products' end-of-life, accelerating the shift towards circular practices. While imposing administrative burdens, the regulation is expected to supercharge the already booming secondhand fashion market, which grew four times faster than primary retail last year. Many brands are unprepared for scaling resale, despite its strategic importance. The law will likely increase primary market prices, making resale more attractive to consumers, especially younger generations who prioritize pre-owned items. This compliance pressure presents a significant business opportunity for brands to build trust and deeper customer relationships through integrated resale models.
Clothes from females wardrobe on shelf of second hand store. Womans hand holding craft paper tag with inscription second hand. Circular fashion, eco friendly shopping, thrift stores conceptgettyTomorrow, July 1, is the drop-dead date set by California’s Responsible Textile Recovery Act (SB 707) for fashion and textile brands to register with the state’s approved Producer Responsibility Organization (Landbell USA). This is the nation’s first Extended Producer Responsibility law for apparel and textiles—modeled after similar European EPR laws. It holds producers accountable for the end-of-life management of their products, with Landbell tasked with building and operating a system for collection, repair, reuse and recycling.