#Sustainability #Japan #Tokyo #WWDJAPAN #Second Street

Embracing Sustainability: Second Street at WWDJapan Reuse Market 2026 Spring

As part of the movement towards a sustainable society, Second Street, a subsidiary of GEO Holdings Corporation, is set to participate in the WWDJapan Reuse Market 2026 Spring. This culture-centric event will take place on April 18, 2026, at the Goldwin headquarters' event space in Aoyama, Tokyo. With a focus on sustainable living, Second Street aims to engage attendees in the importance of reusing and recycling fashion items.

Second Street will provide a buyback booth at the event, welcoming visitors to bring unwanted clothing, shoes, and bags to exchange for cash. In addition to the buyback initiative, the company will also present a marketplace featuring approximately 300 carefully selected fashion items for sale. The new concept, 'Sekasto Furi Ma,' will allow participants to experience the thrill of treasure hunting in a flea market setting, emphasizing the value of pre-owned fashion items and the myriad of choices available beyond brand-new options.

With the tagline 'Making Non-Discarding Life the Norm,' Second Street aims to contribute to the realization of a sustainable society through reuse. The company's participation in the WWDJapan event aligns with its mission to promote awareness regarding the intelligent use of resources, especially through fashion, thus supporting the framework of a circular economy.

What Second Street Will Offer at the Event

1. Fashion Items for Sale
Last autumn’s event saw overwhelming interest in categories like designer, basic, and elegant wear. This time, Second Street will offer around 300 items, focusing primarily on clothing, shoes, and bags that are perfect for the spring and summer seasons. The aim is to attract fashion enthusiasts eager to discover unique and sustainable options.

2. Buyback Incentives
Visitors can take advantage of a buyback booth where any fashion items they bring will be purchased at a 20% premium over the usual buyback pricing. This incentive promotes reusing and helps customers contribute to sustainability while getting rewarded for it.

3. New Initiative: 'Sekasto Furi Ma'
This exciting new venture will feature selected items at dramatically reduced prices compared to the usual retail cost. Only individuals who take part in the buyback program can purchase items up to the value of their sell-back total. Highlights include exclusive products like a denim jacket from the 'sacai x Levi's' collaboration, stylish tracksuits from 'adidas,' and a Japanese cross-body bag by 'MM6.' The 'Sekasto Furi Ma' booth promises to have around 30 popular items that are hard to find in other marketplaces.

Overview of WWDJapan Reuse Market 2026 Spring

The WWDJapan Reuse Market 2026 Spring revolves around the theme 'Circulate, Don’t Discard,' encouraging individuals to connect unwanted items with those who need them, rather than throwing them away. This experiential flea market fosters collaboration among companies, creators, and consumers to engage in the circular consumption behaviors that contribute to sustainability.

At the event, visitors will find booths operated by notable designers, stylists, models, and artists from the fashion industry selling unique and one-of-a-kind items. Additionally, various sponsors will display reused and refurbished goods, as well as customized items. The event will also feature special one-day only offerings, providing unique opportunities for repairs, maintenance advice, and more.

Details of the Event

• - Date and Time: April 18, 2026, from 10:00 AM to 6:00 PM (last entry at 5:30 PM)
• - Venue: Goldwin Headquarters 1F Event Space, 3-5-6 Kita Aoyama, Minato City, Tokyo
• - Participation Method: Pre-registration via the WWDJapan official event website is required, along with payment of a charity entrance fee (limited space available).
• - Organizer: WWD Japan (INFAS Publications)
• - Sponsors: Second Street, Goldwin Corporation, Tapestry Japan, Panasonic Corporation, Kao Corporation, Canada Goose Japan
• - Official URL: WWDJapan

About Second Street

Second Street operates over 1,000 stores across Japan and beyond, championing a culture of recycling and non-disposability. Their offerings span a wide range of apparel, bags, shoes, accessories, furniture, electronics, sports equipment, and children's items, with a commitment to presenting reuse as a viable option in everyday life through a mix of large outlet stores and specialty shops.

• ---

To learn more about Second Street and their initiatives, visit their official website or connect with them on Instagram, and stay updated with their activities on X.