ThredUp Rebrands to Reflect a New Generation of Proud Thrifters

Because stigma is out, and secondhand is in

ThredUp thrift ad
ThredUp's revamped look is lively and inclusive. ThredUp
Headshot of Mónica Marie Zorrilla

Since its launch in 2009, fashion resale platform ThredUp was focused on breaking down the stigmas associated with thrifting and sustainable fashion, operating with a mission of making secondhand clothing chic and trustworthy.

A decade later, and ThredUp found itself wondering where to go next with the brand. Used clothing is not only a widely acceptable norm, but finding coveted or unique clothing pieces at thrift stores is something consumers take pride in. ThredUp says it has processed 100 million items to date, and its site boasts vetted items from nearly 35,000 brands at 90% markdowns. Now, ThredUp is rebranding with the tagline “Thrift loudly” to reflect a new generation thrifters in the era of conscious consumption.

“In the early days of ThredUp, our goal was to convert skeptics. Our brand was designed to shake up preconceptions about secondhand and build trust,” said ThredUp president Anthony Marino in a statement. “Today, we have less convincing to do. Skeptics have become fans and advocates. Stigma has been replaced by pride. We have a new opportunity to create a brand that is authentically and unapologetically thrift.” 

Erin Wallace, vp of integrated marketing at ThredUp, told Adweek to expect “a more confident and celebratory look and feel” that touches on “every point of ThredUp’s customer journey and upcoming campaigns.”

The rebrand also includes colorful, body-inclusive photography and graphics as well as new tone, typography and iconography that target Gen Z because of their tendency to shop eco-friendly. The rebrand was led by New York-based agency Red Antler.

Per Wallace, the rebrand has been in the works for over a year, but the company is also aware that acceptance of thrift is at a high point right now.

“With the health of people and the planet at the forefront of consumers’ minds, wastefulness has gone out of style,” Wallace said. “Today, every dollar is spent intentionally—whether that’s to save money or the planet—and thrift enables consumers to have more but waste far less.”

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@monicroqueta Mónica is a breaking news reporter at Adweek.