Since its launch in 2009, vogue resale platform ThredUp was focused on breaking down the stigmas associated with thrifting and sustainable fashion, working with a mission of creating secondhand clothes stylish and reliable.

A decade later, and ThredUp discovered itself questioning the place to go subsequent with the model. Used clothes is not only a widely acceptable norm, however discovering coveted or distinctive clothes items at thrift shops is one thing shoppers take delight in. ThredUp says it has bought 100 million gadgets thus far, and its web site boasts vetted gadgets from practically 35,000 manufacturers at 90% markdowns. Now, ThredUp is rebranding with the tagline “Thrift loudly” to mirror a brand new technology thrifters within the period of conscious consumption.

“Within the early days of ThredUp, our goal was to convert skeptics. Our model was designed to shake up preconceptions about secondhand and construct belief,” mentioned ThredUp president Anthony Marino in an announcement. “At the moment, we now have much less convincing to do. Skeptics have develop into followers and advocates. Stigma has been changed by delight. We now have a brand new alternative to create a model that’s authentically and unapologetically thrift.” 

Erin Wallace, vp of built-in advertising and marketing at ThredUp, informed Adweek to count on “a extra assured and celebratory feel and appear” that touches on “each level of ThredUp’s buyer journey and upcoming campaigns.”

The rebrand additionally contains colourful, body-inclusive images and graphics in addition to new tone, typography and iconography that concentrate on Gen Z due to their tendency to buy eco-friendly. The rebrand was led by New York-based company Purple Antler.

Per Wallace, the rebrand has been within the works for over a yr, however the firm can also be conscious that acceptance of thrift is at a excessive level proper now.

“With the well being of individuals and the planet on the forefront of shoppers’ minds, wastefulness has gone out of favor,” Wallace mentioned. “At the moment, each greenback is spent deliberately—whether or not that’s to economize or the planet—and thrift allows shoppers to have extra however waste far much less.”