- Robyn Turk
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ThredUp has gotten a makeover. The popular secondhand retail site
launched a new rebrand to better connect with a new generation of
thrifters who are proud to wear used clothing. Creative agency Red
Antler was selected to lead the rebranding effort.
The resale retailer describes its new identity as “a creative
direction inspired by thrifter confidence, pride, and individuality,”
that celebrates the growing momentum of secondhand clothing.
ThredUp said that its brand strategy will focus on accelerating
conscious consumption movement, emphasizing the belief that clothing
has the power to create change. The brand now stands on a slogan of
“Thrift Loudly,” to encourage its followers to stand for
sustainability, reject throwaway fashion culture and advocate for a
better fashion future.
“The perception of thrift has changed,” ThredUp’s CEO and
co-founder James Reinhart said in a press release. “Consumers are not
only open to shopping secondhand, but they are wearing it proudly.
ThredUp’s brand evolution acknowledges this shift from stigma to
status, and celebrates our community of thrifters who are thinking
secondhand first.”
Image: ThredUp
