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.
