Online thrift store ThredUp has a new look.
The 16-year-old company unveiled a new logo, website design, and tagline and a slate of shopping tools powered by artificial intelligence.
When ThredUp first started in 2009, a central part of its mission was to destigmatize secondhand shopping, which was in some circles viewed as dirty or undesirable. As that perception has evolved, so has ThredUp’s identity and message.
“There’s been this perception shift that secondhand is the cooler, better option,” explained senior vice president and head of marketing Kristen Brophy. With the rebrand—combined with more personalized shopping tools, better search capabilities, and more AI-powered styling support—ThredUp is aiming to meet the moment on both a technological level and a cultural level.
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