Decathlon sells second-hand underwear 'expert-checked'

Decathlon puts second-hand checked underwear on sale

A listing for second-hand underwear on Decathlon's website has triggered widespread alarm. The product description, signed by the company itself, states that items "have been inspected by our experts and then cleaned so they can be reused with total safety." The majority reaction was disbelief: has someone really inspected and approved a pair of used briefs for resale?

The short answer is yes; the company advertises it as part of its second-life strategy. The long answer is that this episode exposes a contradiction many consumers have suspected for years: the same brand that forbids returning underwear for hygiene reasons now boasts about recycling and reselling it. The result is a clash between the sustainability narrative and basic consumer logic.

What exactly does the Decathlon ad say?

The text that sparked the controversy is brief and, precisely for that reason, devastating. The company explains that products have undergone an inspection and cleaning process to guarantee reuse. There are no further details: no protocol, no certification, no name of the person responsible. Only the word "experts," which in this context sounds like an unintentional joke.

Some argue the ad is simply a demonstration of circular economy applied to sportswear. Against this weighs the most repeated argument: if underwear cannot be tried on or returned for sanitary reasons, why would buying it already used be acceptable? The paradox is not minor and explains why the issue escalated so quickly.

The return paradox: no exchanges allowed, but resale is

Major retail chains' commercial policy is strict regarding underwear: once it leaves the store, there is no going back. The reason is hygiene. That same argument now turns against those who decide to give a second life to a product that, by definition, has been in contact with another person's body.

The calculation circulating among critical consumers is simple: if the item is not eligible for return, it should not be eligible for resale either. However, the company presents it as an opportunity for "people with limited budgets," according to the message accompanying the offer. The justification sounds reasonable in the abstract but grates in practice.

The business of textile second-hand: sustainability or marketing?

Resale of used clothing moves billions in Europe, and major chains have been jumping on the bandwagon for years. The official argument is twofold: reducing textile waste and offering low prices. The unofficial argument is that second-hand goods have attractive margins and allow capturing customers who would not pay full price.

The lingering doubt is whether these initiatives respond to real conviction or image operations. Some point out that many such practices are mere showcases: the second life is advertised, but the actual volume of refurbished product is minimal. The green label sells, and that is nothing new.

Jokes hiding serious criticism

The episode has generated a cascade of dark humor. Comparisons have been made with the Japanese market for used underwear, jokes about financing briefs in installments, and irony regarding the figure of the "underwear expert" as a new certified profession. Behind the laughter lies an uncomfortable question: what limits does the circular economy have?

The answer is not written anywhere. What is clear is that the average consumer does not buy the narrative blindly. The general laughter is, in reality, a defense mechanism against what is perceived as institutionalized mockery.

The disorienting data

The company has not detailed how many units of used underwear it has put up for sale nor the specific criteria trinc to approve each garment. It has only made clear that the product has been inspected and cleaned. With that level of transparency, buyer confidence remains uncertain. And that is precisely where the second-hand business stakes its fruta.