ThredUp Inc., the global online resale platform for women’s and kids’ apparel, shoes, and accessories, has announced that it is executing a comprehensive rebrand, featuring a new logo, website user experience (UX) and product features, to strengthen its position in today’s resale (secondhand) market.

“With three out of four consumers now participating in secondhand shopping, ThredUp is embracing its leadership role by introducing a new, intuitive experience that combines a confident, modern aesthetic with powerful, proprietary AI technology,” the company said in a media release. “The rebrand reflects the company’s evolution from a small, affordability-focused startup into a leading force in the circular fashion movement.”

ThredUp Co-Founder and CEO James Reinhart stated that the company has been working since its founding in 2009 to transform the way people think about and shop for secondhand clothing.

“This new brand identity, along with our enhanced AI features, is the next step in our evolution,” Reinhart offered. “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.”

The company said a key element of the rebrand is the “infinity” emblem, which represents circularity inherent to secondhand. The design forms a “T”, symbolizing the thread of ThredUp, as well as the thread that connects the global secondhand movement.

“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,” said Kristen Brophy, SVP of marketing, ThredUp. “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.”

The company stated that the rebrand is a result of “ThredUp’s strategic investments in AI-driven tools and an increased focus on its core U.S. marketplace.”

The company reported that it has seen a significant return to growth, and these new features are designed to capitalize on that momentum.

When reporting second-quarter results in early August, Reinhart said the company was more than 18 months into an AI-led product journey and “proud to see positive results compound in new buyer and seller growth.”

Second quarter revenue totaled $77.7 million, an increase of 16 percent year-over-year (y/y). Active Buyers increased 17 percent y/y to 1.47 million users and Orders increased 21 percent y/y to 1.54 million for the second quarter 2025. Gross margin was 79.5 percent of sales, compared to 78.8 percent in the second quarter last year.

The company’s loss from continuing operations was $5.2 million, or a negative 6.7 percent of revenue, for the second quarter of 2025, compared to a loss from continuing operations of $9.4 million, or a negative 14.1 percent of revenue, for the second quarter last year.

Adjusted EBITDA from continuing operations was $3.0 million, or 3.9 percent of revenue, for the second quarter of 2025, compared to $1.5 million, or 2.2 percent of revenue, for the second quarter last year.

Images courtesy ThredUp