The thrift retailer's newly launched repurposed collection leverages trends in sustainability and exclusive access by encouraging shoppers to reclaim the word 'secondhand'

If trendy is profitable in the fashion industry, then recycling is the hot new thing—secondhand clothing is now a 24 billion-dollar industry, projected to double in only 5 years. It's safe to assume that the rise of resale is in part a result of an overall cultural concern for environmental waste, but it's also a simple point of convenience; Digital efficiency, personalization and mobile accessibility have made it fairly easy to both purchase and ensure fair prices for used clothing.

One of many retailers leveraging this trend is thredUP, the world's largest fashion resale marketplace. The online thrift store that transformed the way people think about secondhand clothing through a centralized, digital platform is taking an innovative approach at reducing stigma surrounding used clothing with the launch of its retro clothing collection, ‘Choose Used.'

Made in collaboration with director, actress and activist Olivia Wilde and her sustainable fashion initiative Conscious Commerce, the Choose Used line aims to make repurposed clothing a visible trend. Although the multi billion-dollar industry value suggests a widespread movement, the majority of reused clothing is hard to spot. Choose Used flips this idea on its head; each piece from the 100% repurposed collection features screen-printed phrases that makes clear its secondhand nature. From “I Wear Used Clothing” to “It Takes 700 Gallons Of Water To Make One New T-shirt,” the designs rotate between celebratory and informative.

“The challenge is that used clothing is an invisible trend — you never know when someone is wearing it. With the ‘Choose Used’ collection we’re giving the tools and permission to brag about that choice. By making this invisible trend visible, we’re breaking down any remaining stigma to lead the way for a more sustainable fashion future,” says Jenna Bray, senior brand director of thredUP.

In addition to bold messaging, Choose Used ensures unique consumer value by way of its limited edition release. Each of the 4,000 t-shirts, sweatshirts and denim jackets from the collection is one-of-a-kind, targeting a shopper demographic that increasingly places high value on exclusive access. The collection debuts April 16, with plans to release new designs throughout the season.

Choose Used

thredUP

Conscious Commerce

If trendy is profitable in the fashion industry, then recycling is the hot new thing—secondhand clothing is now a 24 billion-dollar industry, projected to double in only 5 years. It's safe to assume that the rise of resale is in part a result of an overall cultural concern for environmental waste, but it's also a simple point of convenience; Digital efficiency, personalization and mobile accessibility have made it fairly easy to both purchase and ensure fair prices for used clothing.