ThredUp rebrand recognizes the evolution of secondhand

Dan Berthiaume
Senior Editor, Technology
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An online fashion resale giant is focusing on style and sustainability in a new branding effort.

ThredUp is officially launching a rebrand designed to reflect a new, proud generation of thrifters and a commitment to creating a more sustainable future for fashion.

“The perception of thrift has changed,” said James Reinhart, CEO and co-founder of ThredUp. “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

ThredUp launched in 2009, a time when there was a stigma attached to secondhand apparel, the company said.  However, the market for online resale (as opposed to traditional thrift) clothing has boomed during the past couple of years and is expected to grow from $7 billion in 2019 to $36 billion by 2024, according to ThredUp’s 2020 Resale Report. Seventy-percent of consumers said they were open to buying secondhand products and roughly two in three consumers said they see no stigma in wearing used clothing.  

ThredUp, which has launched partnerships with a number of retailers, said the new branding celebrates secondhand and reflects the pride thrifters feel “when they make a smart choice for their style, wallet, and planet.” Brand agency Red Antler led the rebranding effort, basing the brand strategy on the conscious consumption movement. 

The new brand also features a motto and hashtag, “Thrift Loudly,” which ThredUp said means standing for sustainability, rejecting throwaway fashion culture, and advocating for a better fashion future. Red Antler created a wordmark to serve as a timeless interpretation of ThredUp’s new brand identity, while patterns that convey circularity are used as a nod to the retailer’s stated mission of giving new life to used clothes, keeping garments in use and out of landfill.

ThredUp’s rebranding campaign also includes new user generated content. Customers can enter for a chance to win a $500 ThredUp shopping credit by posting a photo of yourself in their favorite thrifted items using #ThriftLoudly and #sweepstakes. The company will pick one winner to win $500 to shop, and each person they tagged, up to three people, will win $100 to shop.