Florence, second-hand fashion traced on the Blockchain

Fashion, in the digital market revolution that has redesigned purchases and consumption and focused heavily on the second-hand sector as a driving force for sustainability, increasingly needs to be traced. Enrico Pietrelli, Albano Scavo and Matteo Tugliani are well aware of this, having given life to a startup made in Florence, Dresso, created precisely to fill a void and which in less than a year started billing. Dresso — says Pietrelli, CEO and co-founder, among the protagonists together with Polimoda, at the Chamber of Commerce of Florence of the training seminars organized by Punto Impresa digitale on the theme of business digitalization — was born, as often happens in the market, from a lack . Once we understood that the rush to consume for which fast fashion is responsible is no longer sustainable, we imagined pursuing a business model capable of supporting the circular economy. Through an app, which a few months after its launch in the top 20 Apple in the social network section, with a community of over twenty thousand active users and twenty thousand euros of offers per day. In fact, ours is an app that is both a social network and a market place, thanks to which users share their wardrobes, get inspired by those of the community and offer the price to buy what they see, both new and used, directly in-app. The project was launched within Nana Bianca in 2021 and the results achieved so far are incredible, especially if one considers the difference in budget compared to large companies in the sector. Starting with a database that has more than one hundred thousand products and 500 brands, the app above all aims to raise people’s awareness of the impact that clothes and consumer choices have on the planet, promoting the reuse of clothes and second-hand purchases.

Each product on Dresso is associated with an NFC tag, i.e. a unique digital certificate that allows each change of ownership to be traced on the blockchain. A plus for those who buy, because tracking on the blockchain guarantees the authenticity of the product – explains Pietrelli – but also for companies, because thanks to this patented system we are able to recognize a commission to the brand or shop of origin for each second resale. -hand, in order to make the second-hand market profitable for the fashion industry and support the circular economy. Thanks to Dresso, we give brands a percentage of the sale of the garment.