When responsibility feeds loyalty
ELSK
ELSK was founded in Thy in 2013 to make fashion with care — high-quality, durable products, made with respect for both people and nature. With Create2STAY, resale became a natural extension of that philosophy: a circular universe where customers come back, and new ones arrive.
Genuine, honest fashion
ELSK works closely with dedicated European manufacturers and invests in transparency, integrity and honest communication. The brand is B Corp certified — a legal commitment to creating positive, sustainable change — and as part of 1% for the Planet it donates at least 1% of its annual revenue to environmental protection. Today ELSK produces clothing for women, men and children, sold online, at retailers across Europe and at the ELSK Kiosk in Thisted. Doing right by people and the planet isn't a campaign — it's the foundation the brand is built on.
If people knew how their clothes were made, they would probably stop buying the cheap stuff.
Founder & CEO, ELSK
Resale as a strong business line
Since launching RE.ELSK, resale has grown fast while new sales keep rising — proof the channels complement each other rather than compete. Comparing 2025 with the same period in 2024: order value is up 57% and first-time customers up 15%, trade-ins have jumped 74% — customers add 1.64 times the value when they redeem their rewards — and returns are down 23%, now below 10%. Recommerce isn't a side project; it's a real business line that strengthens revenue and customer relationships alike.
Resale value, right on the product page
The Buy Back widget shows customers what their ELSK items are worth even after use — right where they shop. Trading back is effortless, and every returned piece re-enters the circular universe.
Repair, and a second life
From Q4 2025, ELSK extends its circular strategy with a repair service via Create2STAY: customers can not only buy and sell used ELSK clothing, but also have their favourite pieces repaired — reviving a culture of repair and keeping garments in use for longer. Pieces too worn to wear again are transformed into wall art in a collaboration with Inspired by Nature, handcrafted from textile remnants and inspired by photographs of nature in Thy — closing the loop instead of ending it.
RE.ELSK is not just a resale concept – it’s a unique way to build loyalty. I’m really proud of how many new customers we bring in through RE.ELSK and how actively they engage in our circular universe.
Co-Owner & CMO, ELSK