Leading online resale platform for apparel, shoes, and accessories, ThredUp has announced a complete rebrand. The redesign features a new user experience and innovative product features aimed at reinforcing its position in the now-mainstream secondhand market.

With three out of four consumers now shopping for secondhand items, ThredUp is leaning into its leadership role with an intuitive new platform. It combines a clean, modern aesthetic with powerful, proprietary AI technology. The rebrand reflects the company's growth from an affordability-focused startup into a major player in the circular fashion movement.

Since their founding in 2009, ThredUp has worked to transform how people think about and shop for secondhand clothing, says James Reinhart, Cofounder and CEO, ThredUp. The new brand identity and AI features align the business with customer expectations to make secondhand shopping and selling more seamless and personalized, he adds.

Designed to be cleaner and more elevated, the new ThredUp look features a new ‘infinity’ emblem that symbolizes circularity. The emblem forms a ‘T’ like a thread, representing both the company's name and the connection people have to the sustainable fashion movement.

Kristen Brophy, Senior Vice President -Marketing, ThredUp, states, the new brand identity is a bold step forward in the platform’s mission to reimagine how fashion is consumed.

The rebrand is a result of strategic investments in AI-driven tools. New features include a personalized daily curation of 100 items, a weekly report on fast-growing trends, and advanced AI-powered search for personalized recommendations. The platform has also improved the quality and number of product photos with zoom capabilities and more accurate measurements to increase buyer confidence.

Having processed over 250 million unique secondhand items, ThredUp continues to transform the resale market by making it easier to buy and sell, driving a more sustainable future for fashion.