Relabelling is a popular business model for fashion brands of all shapes and sizes. It describes when brands buy wholesale clothing (garments made and sold in bulk), remove the original label, add their own label instead, and then sell to their customers under their own brand.
There are a whole host of different label types (satin, woven, printed, etc), each with its own advantages depending on things like fabric, garment, quality, comfort, and cost.
Relabelling is by no means a revolutionary concept, it’s something that fashion brands, large and small, have been doing for many, many years—and for great reason too!
We’ll explore the benefits of putting your own label in wholesale clothing a little further on but first, let’s get familiarised with the legal (and ethical) side of things…
Is it legal to relabel clothes?
Many fashion business owners find themselves wondering if it’s legal to add their own brand label to clothes they didn’t manufacture.
The simple answer: yes, you are legally (and ethically) allowed to relabel pre-manufactured and wholesale clothing as your own. However, there are correct and incorrect ways to go about it, so it’s important to understand the various rules and regulations.
Others ponder the ethical nature of doing so… While it might seem unethical to sell products others have made as your own, this is an entirely legal and successful business model (when done right).
In fact, many wholesale retailers even produce clothing with labels that are designed to be torn away easily to make the relabelling process as simple as possible for you.
Relabelling only becomes unethical if it’s done illicitly.
Can I relabel wholesale clothing?
Yes, you are allowed to put your own label in wholesale clothing, provided you have the legal right to do so. You can also add your own custom logo, design, and patterns, but there are important rules to be aware of around this process as well.
There are perfectly legal and above-board ways to relabel wholesale clothing but also a lot of grey areas that you need to avoid.
Why it’s so important to relabel legally
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To avoid any issues around trademarks - if you sell something as your own that has been trademarked by another brand, you could end up facing legal action being taken against you, even if it was just an honest mistake.
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Relabelling branded products illegally risks you being involved in copyright or Intellectual Property (IP) infringement problems.
- The repercussions of these types of problems can be seriously damaging to your brand’s reputation and also extremely costly to deal with.
Rules and regulations around relabelling
Here are some important legalities you must adhere to:
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Never relabel something that is trademarked or protected under copyright.
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Never relabel something and then modify it to look like a replica of another brand.
- Make sure the label (or labels) you use complies with specific laws in the country or territory you plan to sell the clothes.
The most important rule of thumb to make sure you’re doing everything by the book is only ever to relabel products from wholesale sellers.
You can’t just pick up any garment that takes your fancy and pop your own label in and resell it as your own. This doesn’t just include the garments themselves, it also includes patterns, prints, and designs that are protected under copyright law.
It isn't completely impossible to relabel branded clothing, but this is a more complicated process that requires explicit and specific permission from all involved.
In a nutshell, the safest and easiest things to relabel are basic garments that don’t have any specific designs or unique features, e.g. a plain black t-shirt.
Some relabelling top tips:
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If you’re unsure about anything regarding compliance, ask your wholesaler to confirm what you can/cannot do.
- Review your wholesale contracts carefully and make sure to read the small print before signing on any dotted lines.
Keep reading for more on where to buy wholesale clothing in the UK and how to find the right products and suppliers for you.
Business benefits of relabelling wholesale clothes
Although some business owners are concerned about legal repercussions and the ethical nature of relabelling wholesale clothes—hopefully we’ve reassured you on this point now—there are a whole host of benefits to doing it.
Below are the main ways in which adding your own label to wholesale clothing can support the growth and development of your fashion venture, big or small.
A fast track into the market
Being able to attach your own label to clothing that has already been manufactured is a much faster route to market if you’re looking to start your own fashion brand. Even if you want to add your own patterns or designs, it’s still far quicker than starting from scratch.
The ability to relabel and resell is, therefore an effective way to get a small retail business off the ground. It’s also easier to manage supply and demand once the business starts to build momentum.
Brand recognition
The relabelling process means you can add your brand to any item of clothing, which means you’re getting your brand name out there and recognised.
People wear the products out in the world, lend them to people and also recommend them if yours is a brand they enjoy wearing and shopping with. That’s why it’s so critically important to only ever associate yourself with high-quality, reputable wholesalers.
Increase business profit
By adding your own brand label and customising a base wholesale garment, you can typically charge more for the product and therefore earn more revenue and profit. This is especially true if you decide to embellish with your own designs or patterns.
A safe way to test a new product type or collection
Relabelling garments that have already been manufactured and are ready to sell is a great way to trial a new product on your customers. As you’re not having to go through the design and manufacturing process yourself, relabelling puts less time, effort, and cash at the risk of being wasted.
Say you want to introduce a brand-new plus-size women’s clothing collection, for example, or even just expand your everyday clothing basics, relabelling makes it easier and safer to do so. This applies to new and established businesses.
Quicker, slicker, simpler expansion
Due to it being an easier and lower-risk way to test or introduce new products than manufacturing new garments yourself, the relabelling model also makes expansion faster and more straightforward.
Cultivate customer loyalty
Customers tend to stick to brands they know and trust, which leads not only to repeat sales and consumer loyalty but also to recommendations.
It has been proven time and time again that customers trust branded items more than unbranded items and are more likely to suggest them to people they know.
Product exclusivity
This is true for any garment, whether it’s a plain white t-shirt or something more elaborate. However, where the feeling of uniqueness and exclusivity shines particularly bright is in party wear collections.
A branded label instantly takes a party ensemble to the next level, so customers feel they’re wearing something premium and luxurious for their special occasion without having to splurge on designer price tags.
Set yourself apart from your competitors
Putting your own label on an item of clothing means you can quite literally put your brand’s stamp on it. Once you do that, you instantly make it your own, which can be further enhanced if you choose to add your own designs or patterns.
Where to buy wholesale clothing in the UK
There are a number of ways you can purchase wholesale clothing to relabel in the UK, including tradeshows, online marketplaces, and wholesalers (like us!).
When comes to choosing the right option for you, remember these four important R's:
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Research - Do some careful research first, don’t just go with the first one you find.
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Reviews - Read customer reviews to get honest opinions from real-life customers.
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Recommendations - Ask people in your network for personal recommendations.
- Reputation - Only ever choose a wholesaler with a rock-solid reputation.
Our tips on picking the right products and wholesale supplier:
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Consider transportation costs - how much is it going to cost to ship your items?
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Scope out minimum order quantities (MOQs) - are these within your budget?
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Get samples if possible so you can assess the quality of the fabric, products, and manufacturing - don’t compromise your brand reputation for poor, low-cost garments.
- Choose products you think will work for your audience (or the consumers you want to attract).
Shop wholesale ladies’ clothing at Nova of London
We design and supply a wide range of beautifully crafted wholesale women's dresses, skirts, tops, jumpsuits, jeans, coats, and so much more. Our London-based design team works in-house to bring you original, on-trend, and affordable designs, with new drops launched on a regular basis.
We dedicate ourselves to bringing our customers distinctive styles that will set them apart in the market, blending innovative and wearable designs for all commercial buyers.
From spring/summer to autumn/winter, we’ve got all your wholesale ladies' fashion needs covered all year round. Being established in 1981, we can confidently say you’ll be in safe hands.
For more information, contact us today or check out our handy Wholesale Clothing FAQs and the Nova of London blog where you’ll find all the latest news and info.
