e are on a mission to keep used kids’ clothes out of the garbage and in the closets of families in our community.

We do this by changing how people think about and interact with pre-loved clothes.

The fashion industry is the second most polluting industry in the world, producing 20% of global wastewater and 8% of global greenhouse gas emissions. Clothing production is incredibly resource-intensive. As an example, it takes more than 700 gallons of water to make a single cotton shirt, which is the equivalent to one person’s drinking water for two and a half years. What’s more, every second, the equivalent of one garbage truck of textiles is landfilled or burned.

“Buy less, choose well, make it last.” – Vivienne Westwood

The good news is that there is an incredibly easy way that every one of us can make an impact, no game-changing innovation or policy needed – buy less new clothing. When we keep clothing in use longer, instead of buying new, it reduces emissions, water use, and pollution. 

For parents of young kids, simply buying less is trickier as kids change sizes frequently. This is where the secondhand market comes in. It allows us to, collectively, keep clothing in use in our community longer. 

“Waste isn’t waste until we waste it.” – WILL.I.AM

But let’s face it, secondhand has a bad rep; it is too often seen as being cheap, of lesser quality, a hassle, and maybe even a bit dodgy. Convincing parents to buy pre-loved clothes for little ones requires a seismic shift in how we experience shopping for used kids clothes. 

Secondhand doesn’t have to be second best. Durable, quality clothes with proper care can look and feel like-new over time. Strict quality standards can ensure pre-loved clothes are as hygienic (if not more!) than new clothes. Secondhand shopping that offers local pick-up/delivery and seamless in-person/online shopping options can be incredibly convenient. Curated collections can make it easy to find the brands and items that are just right for your little one.  

And this is why we’re redesigning secondhand for parents. We believe it is possible to create an amazing customer experience that makes it easy for parents to get the very best that secondhand has to offer, without the downsides. We’re unlocking the potential of secondhand to give parents a compelling reason to buy used, not new.