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Humana opens a new sustainable fashion store in Madrid, at Bravo Murillo, 148
25-11-2024
Humana is opening a second-hand and sustainable fashion store in Madrid today. It is located at C/ Bravo Murillo 148, metro Alvarado, very close to the well-known Mercado Maravillas, in the heart of the Tetuán District.
This new point of sale has 210 square meters of sales space, where it is possible to find up to 6,200 garments and accessories, as well as shoes and home textiles. The customer has at their disposal sections of men's and women's fashion, as well as children's fashion.
“26 years ago we opened our first store in Madrid at Calle Delicias, 55,” says Rubén González, Retail Strategy Manager of Humana, “and 14 years ago we opened what was then our fifth store in the capital, at number 243 Bravo Murillo. We are very happy to open a second one on the same commercial artery.”
Second-hand fashion, increasingly attractive to a wider audience
“In recent years, many prejudices and barriers regarding second-hand fashion have been broken. From being a sector with little prestige, it has become something very attractive to an increasingly wider audience,” explains González, “it is a sustainable and affordable alternative that allows us to define our own identity away from fast fashion brands. When we dress every day we express who we are and how we feel. By dressing second-hand we send a message of individuality, so important today, especially for many young people.”
And she adds: “The pandemic marked a turning point: sustainability and responsible consumption have gained importance since then, accelerating a trend that had already emerged years ago: greater respect for our planet when consuming clothing items. Now concepts such as sustainable fashion and circular economy are key for a gradually wider part of society, with special attention to the young public.”
Replacement rate of 86%
On the other hand, 86% of people who shop at Humana stores say that when they buy a second-hand item, they stop buying a new item. This replacement rate means that second-hand clothing helps make our wardrobes more sustainable. In 2022, it was 60% and in 2023, 70%. In 2024, it was 86%, which shows how second-hand clothing contributes to more responsible consumption and to reducing the negative impact of the textile industry on the planet.
