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Fashion Retailer Launches Loyalty Program Focused on Sustainability Rewards

Fashion Retailer “Verdura Threads” Debuts Industry-First Loyalty Program That Pays Shoppers to Go Green

New York, Nov. 28, 2025 Verdura Threads, the digitally native women’s and men’s apparel brand sold in 480 North American stores and online, today launched VerduraLoop, a tiered loyalty program that converts sustainable choices into instant rewards. Shoppers receive points for everything from bringing reusable totes to selecting garments made with recycled fibers, with top-tier members earning up to 10 % back in store credit—double the industry average.

Early data from a six-month, 22-store pilot show that members shopped 2.4× more frequently and returned 28 % fewer items, helping cut operational costs while boosting basket size 18 % versus non-members. “Consumers no longer see sustainability and savings as mutually exclusive,” said retail analyst Maya Chin of Coresight Research, citing a 2025 survey that found 61 % of U.S. apparel shoppers would switch retailers for credible green incentives.

The launch arrives as fashion brands race to meet tightening European and California disclosure rules that will require verified environmental impact reporting by 2027. Verdura Threads partnered with impact-tracking start-up Kalder to time-stamp each green action on a blockchain ledger, allowing members—and regulators—to audit claims in real time. Similar technology helped U.K. resale platform The Big Favorite increase customer lifetime value 42 % after it introduced “recycle-to-earn” rewards last year.

“We designed VerduraLoop to reward the choices that already matter to our community,” said Elena Ríos, Chief Executive Officer, Verdura Threads. “By turning empty closets, low-impact fabrics and even public-transport check-ins into currency, we’re future-proofing both the planet and our P&L.” Ríos added that the company will reinvest 5 % of annual loyalty redemption costs into regenerative-cotton projects in Texas and India, the brand’s two largest sourcing hubs.

Membership is free. Shoppers earn 1 point per dollar spent and can stack up to 25 bonus points per transaction through eco-actions such as donating used garments, scanning a QR code while commuting by subway, or buying items carrying the ClimatePartner “net-zero” label. A 200-point threshold unlocks a Seedling tier with free carbon-neutral shipping, while 600 points elevates shoppers to Evergreen, where they receive 10 % back in credit and invitations to repair workshops. Top-level Canopy status—1,200 points—adds early access to capsule collections and a quarterly round-table with Ríos on product design.

Environmental advocates cautiously welcomed the initiative. “Incentives work, but only when brands publish transparent baselines,” commented Linda Beauchamp, policy director at the Apparel Impact Institute. Verdura Threads said it will publish year-one impact metrics—water saved, carbon avoided and garments diverted—on its investor-relations site by Q2 2026, verified by third-party auditor SupplyShift.

Market timing favors the move. Global “green loyalty” spending is projected to hit $42 billion by 2028, up from $27 billion in 2023, according to a September 2025 report by Voucherify that tracked more than 50 fashion rewards programs across 18 countries.

Brands that embed verifiable eco-tasks into loyalty schemes enjoy 19 % higher net-promoter scores on average, the study found.

VerduraLoop is live today in the United States and Canada via the brand’s e-commerce site and will roll out to all 480 stores by March 2026. A European debut is slated for late 2026 pending compliance with the Eco-Design for Sustainable Products regulation.

About Verdura Threads

Founded in 2017 and headquartered in New York, Verdura Threads designs seasonless apparel using certified organic, recycled and regenerative fibers. The company operates 480 stores across North America and ships to 42 countries via VerduraThreads.com. In fiscal 2024 the brand diverted 1.3 million garments from landfill and sourced 78 % of its cotton from regenerative farms.