SECOND LIFE OF THE PRODUCT

For the first time in 2019, all of our product brands offered the ÏDTROC together during European Sustainability Week. Its principle: to give a second life to articles from our brands made available for sale by our customers – members of the loyalty program – in exchange of purchase vouchers.

Since 2020, we have further simplified the organization. From now on, everything can be managed via the ÏDTROC application: find the nearest store to drop off items, the drop-off and sale dates, fill in the contract, print the price tags, etc. “Jacadi Seconde Vie” works in the same way: the items sold second-hand by customers are firstly put online on the application before becoming available (and being checked) in the store chosen by the buyer.

ÏDTROC and Jacadi Seconde Vie are also unique opportunities to strengthen our relationship with our customers, in particular to discuss the quality of our products with them. Just because a piece of clothing has become too small or a game too easy doesn’t mean it can’t be used any longer!

Since 2008, it has also been possible for customers to drop off used textiles and shoes of all brands in our Love Bags at Okaïdi. Placed in dedicated containers in stores, the products are then collected and sorted for reuse or recycling. In addition, items that were not sold at the end of the ÏDTROC can also be upcycled via the Love Bag circuit.

At a time when parents want their consumption to have meaning and purpose, facilitating their access to this virtuous system of end-of-life upcycling is a great source of pride for our teams!

GROUP

To support the principle of the circular economy we offer our customers programmes that promote a second life and the recycling of our products.

This is the case with the ÏDTROC at Okaïdi, Obaïbi, ÏDKIDS and Oxybul, Jacadi Seconde Vie at Jacadi and the donation programme for outgrown dressing-up outfits at Oxybul. They are donated to associations working to support children.

The Okaïdi-Obaïbi Love Bags are managed in partnership with I:CO. As a global provider of in-store collection, reuse and recycling of used textiles and footwear, I:CO handles the recovery of our used TLC (textiles, linens, shoes) for our brands.

A win-win approach:

1. for the planet: the most ecological product is one that is reused.
2. for our brands that strengthen their ties with customers.

To reduce the impact of cotton production on the environment, IDKIDS has also conducted an R&D program with CETI (European Center for Innovative Textiles). This collaboration resulted in a project to transform used cotton clothing into new thread that complied with Okaïdi’s quality standards.

After collection, sorting and unravelling the textile fibres, the cotton is spun to be woven or knitted again. The consequences?

Less cotton grown means fewer resources consumed (water, soil)! By simplifying or even eliminating the dyeing stage, the chemical impact of production is reduced. This recycling process is implemented near the manufacturing countries (mainly Morocco and Eastern European countries), thereby reducing the environmental impact of transport.