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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 secondhand.
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.