Goodwill thrift shops are not just for strict bargain hunters anymore. They've witnessed an increase in sales as re-branding initiatives to change perceptions of the second hand emporiums have taken hold. Several Goodwill stores have begun advertising campaigns to position themselves as “discount retail” rather than dusty charity shops. Others are working to frame Goodwill as a valuable fashion resource. Joe Boxer founder Nicholas Graham has even partnered with the chain to create of a line of clothes made out of discarded items, under the name William Good.

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