Upstream, the online fashion and music service, has introduced a new music-driven shopping experience, dubbed the “world’s first fashion streaming service.” It says it provides a “reliable and affordable way to discover and access fashion from leading brands to emerging designers” and is aimed towards “young fashion savvy consumers”.
The expanded secondary platform offered by Upstream, according to the company, “addresses current authenticity and availability issues in the secondary market, providing compelling incentives for both brands and consumers.”
According to the “alternative retail model,” which intends to “meet the demand for everyday wear beyond the restrictive rental market,” businesses can reach the secondary market while customers can affordably purchase luxury brands.
With more than 500 up-and-coming musicians, designers, and brands, Upstream presents new talent and brands. It launches in the UK with Aries, Martine Rose, Sage Nation, Robyn Lynch, Yardsale, POP, Kartik Research, YMC, Uniform Bridge, Open YY and more.
“By merging consumer interests of music and fashion, Upstream creates a new era of social shopping, becoming the go-to destination for premium secondary fashion and the only dedicated platform where consumers can stream fashion like they do music”, it said.
Members can “stream” (try-before-you-buy) anything up to £250 in retail value for just £24.99 a month. Products can be bought for a reasonable “Upstream Price,” in line with secondary market pricing, or re-streamed once every month with no maximum stream period.
Assuring “a fully managed cleaning and renewal process, with elevated packaging and next-day delivery, providing a luxurious secondary experience,” quality control is allegedly overseen by B-Corp certified partner ACS.
