Out of the 100 billion items of clothing produced each year, 70% is sent to landfill or burnt. In other words, we’re overproducing and under-using. But second hand had a problem. We still saw secondhand as fusty. Musty. Dusty. A lot of fuzzy photos and confusing sizing. Stroppy sellers and bossy buyers.

Slow fashion? Yes, please. Slow Post Office queues? No thank you.

"White Bear were awesome at helping us to define our proposition and articulate what makes Thrift+ different – a crucial foundation for our rebrand. The team then skilfully translated the strategy into a distinctive visual identity that we’re really proud of. White Bear are always there to talk and care deeply about their work. Thank you!"

-Miranda Essex
Head of Growth, Thrift+

Thrift+’s founder Joe, had an idea. Make secondhand smarter. To make it easier to buy and sell pre-owned clothes. To look after every item on its journey from one wardrobe to the next. To turn secondhand into pre-loved. Pack away peer-to-peer.

This identity helps bring Thrift + and preloved into the mainstream, attracting a broader mainstream audience to preloved – from consumers to partnerships. From the vibrant yellow to the bold typography and tone of voice, Thrift+ communicates with confidence and helps overcome some of the key consumer barriers to buying secondhand.

We’re Thrift +. We love pre-loved.