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.
The new logo is an infinity emblem that doubles as a “T,” symbolizing the reuse cycle that ThredUp’s buying and selling platform promotes. The new visual identity and website bring a more modern, elegant vibe to the shopping experience, which the company hopes will attract a wider customer base. Its new tagline, “Fashion, meet forever,” puts that elevated simplicity in contrast to the fast fashion houses that flood timelines, closets, and landfills with cheap, disposable garments.
ThredUp has more than 4 million items for sale on its secondhand shopping platform at any given time. To help shoppers navigate that inventory, the company has leaned into AI and social commerce over the last year, launching new AI-powered search and styling tools last summer and hiring social thrifting app Teleport’s Danielle Vermeer in late 2024 to bring a more social-first approach to its user experience.
The efforts seem to be paying off. While the company struggled to make a profit for over a decade due to the logistical complexity of collecting, sorting, listing, selling, and shipping secondhand clothing at a large scale, the last few quarters have seen significant growth for ThredUp.
The company reported double-digit increases in revenue, new buyers, and total orders during its second quarter earnings call last month. Stock prices have risen steadily this year, reaching around $10 per share after hovering between roughly $1 and $4 per share for about three years.
ThredUp’s core customers are women in their 40s, explained Brophy. Building on the customer growth that ThredUp has seen over in recent months, Brophy said the redesign also aims to create an experience that’s more intuitive and seamless for a slightly younger demographic of 25- to 35-year-old women.
In the past year, ThredUp has already been making strides with that demographic, according to data from market analysis firm Tracksuit. Over the past year, the number of 25- to 34-year-olds who say they’ve used ThredUp has increased by 6%. Those who say they prefer ThredUp over competitors in the market have increased by 8%.
New tools include a personalized “daily edit,” which shows users 100 new items based on their preferences and purchases, at the top of the app or webpage when they log on. The site will also include a weekly trend report, which will generate an analysis of internet search trends and match those trends with relevant ThredUp inventory.
ThredUp is promoting the rebrand with a digital and out-of-home campaign, “Think It, Thrift It,” including posters in New York City and Brooklyn. The company is also waiving the cost of its closet cleanout bags, which customers use to send in their used clothing to be sold on the site, and piloting a service where people can arrange to have those bags picked up from their doorstep.
“We add almost 60,000 new items every day,” Brophy said. “With this vast amount of optionality, if you can think it, you can probably thrift it on ThredUp.”