Since its launch in 2009, the ThredUp fashion resale platform has focused on breaking down the scars associated with economical and sustainable fashion and making second-hand clothing chic and trustworthy.
A decade later, ThredUp wondered where to go next with the brand. Not only is used clothing a universally acceptable norm, but finding desirable or unique items of clothing in thrift stores is something consumers take pride in. ThredUp claims to have sold 100 million items to date, and their website offers verified items from nearly 35,000 brands at 90% discounts. ThredUp is now being renamed under the motto “Thriftoudly” to reflect the thrifters of a new generation in the age of conscious consumption.
“In the early days of ThredUp, our goal was to convert skeptics. Our brand was designed to shake up prejudice and trust about used goods, ”said Anthony Marino, President of ThredUp, in a statement. “Today we have less persuasive work to do. Skeptics have become fans and supporters. Stigma has been replaced with pride. We have a new way of creating a brand that is authentic and thrifty without excuse. ”
Erin Wallace, vice president of integrated marketing at ThredUp, told Adweek to expect “a more confident and solemn appearance” that touches “every point of ThredUp’s customer journey and upcoming campaigns.”
The rebranding also includes colorful, body-related photography and graphics, as well as new tones, typographies, and iconographies targeting Gen Z as they tend to be environmentally friendly shopping. The rebranding was led by the New York-based agency Red Antler.
Wallace said the rebranding has been in the works for over a year, but the company is also aware that frugality adoption is currently at a peak.
“With the health of people and the planet at the forefront of consumers, waste has gone out of style,” said Wallace. “Today every dollar is purposely spent – be it to save money or the planet – and frugality enables consumers to have more but to waste far less.”