![White Bear: Thrift+ platform - circular economy fashion solution for sustainable clothing.](https://cdn.prod.website-files.com/641597e1b071a70d9268232c/6527ac02420703fab9448e4b_brandhave.it%201%20(MAIN).jpg)
A Seamless Transformation from Secondhand to Pre-loved in Fashion
Thrift+, in their pursuit to reshape the fashion landscape, aims to curtail fashion waste and bridge the gap between production and utility. Every year, out of 100 billion produced clothing items, a staggering 70% is discarded, highlighting an imperative to alter consumption patterns. However, the pre-existing perception of secondhand fashion was marred with descriptors like "fusty", "musty", and "dusty", often associated with inconsistent quality and sizing issues.
Addressing these challenges head-on, Thrift+ partnered with White Bear. Their collaboration led to a refined brand strategy that emphasizes the shift from 'secondhand' to 'pre-loved', thereby giving the products a renewed essence. This transformation was not just semantic but was deeply rooted in the brand’s mission: to simplify the process of buying and selling pre-owned garments and ensure the quality and care of each item, eliminating the chaotic peer-to-peer exchanges.
The resultant brand identity is both vibrant and assertive. With a dominant yellow palette, robust typography, and a tone of voice exuding confidence, Thrift+ has effectively managed to quell the prevalent consumer reservations associated with secondhand buying. It is evident that Thrift+ does not merely offer clothing; it offers a fresh perspective on pre-owned fashion, opening the door to a more sustainable and discerning consumption habit.
![White Bear: Branding strategy for Thrift+ - redefining fashion industry's identity.](https://cdn.prod.website-files.com/641597e1b071a70d9268232c/6527ac180148cddcb0bdafc5_brandhave.it%20410.jpg)
![White Bear: Fashion industry challenge - 70% clothing wastage & need for sustainable solution](https://cdn.prod.website-files.com/641597e1b071a70d9268232c/6527ac183df64ca748b8ab61_brandhave.it%20411.jpg)
![](https://cdn.prod.website-files.com/641597e1b071a70d9268232c/6527ac183cdfd82e205fde72_brandhave.it%20412.jpg)
![](https://cdn.prod.website-files.com/641597e1b071a70d9268232c/6527ac18eab69821f5195995_brandhave.it%20413.jpg)
![White Bear: Joe's vision - transforming secondhand fashion into a smarter, mainstream choice.](https://cdn.prod.website-files.com/641597e1b071a70d9268232c/6527ac18db9a7521c46428a0_brandhave.it%20414.jpg)
![White Bear: Thrift+ brand color & typography - bold, vibrant identity promoting sustainable fashion.](https://cdn.prod.website-files.com/641597e1b071a70d9268232c/6527ac17cf5e9ef39daa5a1a_brandhave.it%20415.jpg)
![White Bear: Thrift+ mission - advocating the love and trust in pre-loved clothing.](https://cdn.prod.website-files.com/641597e1b071a70d9268232c/6527ac18fade93087e1d28eb_brandhave.it%20416.jpg)