Published
September 22, 2025
Online resale platform ThredUp unveiled on Monday a full rebrand designed to strengthen its position as a leader in the now-mainstream secondhand market.
ThredUp unveils new brand identity. – ThredUp
The overhaul introduces a redesigned user experience, an elevated visual identity, and a suite of AI-driven features that make shopping and selling more seamless and personalized.
“Since our founding in 2009, we’ve worked to transform how people think about and shop for secondhand clothing,” said ThredUp cofounder and CEO, James Reinhart.
“This new brand identity, along with our enhanced AI features, is the next step in our evolution. It allows us to match our business reality with our customers’ expectations and make secondhand shopping and selling more seamless, personalized, and inspiring. We’re inviting more consumers to join us in accelerating the adoption of secondhand fashion.”
At the center of the new identity is the “infinity” emblem, a design that symbolizes circularity while forming a “T” drawn like a thread. The new look is described as cleaner, more balanced, and modern, aligning with the expectations of today’s online shoppers.
The rebrand also comes alongside new investments in AI technology that power buyer features such as The Daily Edit, a personalized curation of 100 refreshed items daily; The Trend Report, a weekly look at fast-rising styles; and advanced AI-powered discovery tools that recommend items based on individual shopping behavior.
On the seller side, the platform now offers simplified Clean Out services with doorstep pickup, improved payout transparency, and better accuracy with the ability to flag mislabeled items and review rejected ones.
“We believe a better future for fashion is built on meaningful choices: wearing what you already own, finding joy in the clothes that serve you, and choosing secondhand first,” added Kristen Brophy, ThredUp’s senior vice president of marketing.
“Our new brand identity is a bold step forward in our mission to reimagine how we consume and express ourselves. We want to make the future of fashion feel good for your wallet, your wardrobe, and the world.”
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