The online resale platform ThredUp updated its ecommerce experience and website as part of a larger rebrand. In doing so, the company is using the brand identity changes to highlight ThredUp’s investments in artificial intelligence (AI) and other technology.
Those investments include ThredUp’s AI tools for search and discovery, which it debuted in 2024. However, they also extend to a range of tools for its shoppers and sellers.
ThredUp ranks No. 1,546 in the Top 2000, Digital Commerce 360’s database of the largest North American e-retailers by annual online sales. There, it falls under the Apparel & Accessories category. Digital Commerce 360 projects ThredUp online sales in 2025 will reach $9.79 million. In addition to its core business, ThredUp also works with brands such as H&M and American Eagle to offer “resale-as-a-service.”
What ThredUp’s rebrand means
“Since our founding in 2009, we’ve worked to transform how people think about and shop for secondhand clothing,” said James Reinhart, the cofounder and CEO at ThredUp. “This new brand identity, along with our enhanced AI features, is the next step in our evolution.”
Reinhart explained that the updates were geared toward simplifying and personalizing experiences for both shoppers and sellers using ThredUp’s platform.
“It allows us to match our business reality with our customers’ expectations and make secondhand shopping and selling more seamless, personalized, and inspiring,” he stated. “We’re inviting more consumers to join us in accelerating the adoption of secondhand fashion.”
Changes included as part of ThredUp’s rebrand
ThredUp infinity emblem | Image credit: ThredUp
ThredUp’s rebrand addressed a range of visual attributes. Among them, the company noted that its ecommerce experience is “designed to be cleaner, more balanced, and elevated to match a modern online shopping experience.”
For buyers, that means daily curated recommendations, trend reports, AI-powered discovery and enhanced listings. For sellers, ThredUp has a doorstep pickup service, along with tracking and payout breakdowns and a flagging system to help improve accuracy for listings.
In addition, the identity includes what ThredUp refers to as its new “infinity” emblem. That logo is designed to suggest a circular path — much like a recycling symbol — while also forming the letter “T.”
“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, 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.”
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