Lululemon announced the pilot of Like New, the brand’s first recommerce program. The trade-in program launches in California and Texas in May, then expands into a resale program in the same markets in June.

Starting in May, Lululemon customers in California and Texas can begin to trade in gently used Lululemon clothing in one of its more than 80 participating stores or by mail in exchange for a Lululemon e-gift card. The online resale program will begin in June, with 100 percent of the profits being reinvested into sustainability initiatives.

Eligible products need to be in “like new” condition.

Lululemon has partnered with Trove, a specialist in branded recommerce, to support resale technology and operations. All trade-in products will be cleaned using state-of-the-art technology. Gear that does not meet quality standards will be recycled through lululemon’s partnership with DeBrand.

The retailer said purchasing Like New product can save up to 50 percent of the product’s carbon footprint and 310 grams of waste. Customer feedback will be collected during this year’s pilot program to inform future scaling.

Lululemon announced the Like New program while also announcing Earth Dye, a new, limited-edition collection made with earth-friendly dyes scheduled to launch in May.

Its new initiatives are the latest from the brand under Lululemon’s Be Planet environmental pillar and are building on last fall’s introduction of its Impact Agenda that set the chain’s social and environmental goals.

“Lululemon is actively working to help create a healthier future, and we are focused on meeting the goals detailed in our Impact Agenda, including making 100 percent of our products with sustainable materials and end-of-use solutions by 2030,” said Lululemon CEO Calvin McDonald. “Our Lululemon Like New and Earth Dye initiatives are both meaningful steps toward a circular ecosystem and demonstrate the sustainable innovation underway in product development and retail.”

Photo courtesy Lululemon