thredUP X Olivia Wilde & Conscious Commerce Combat Textile Waste with “Choose Used” Collection

The redesigned used clothing line aims to end the stigma of ‘used’ to fight disposable fashion culture. Because more people re-using clothes means less waste.

April 16th, 2019 — Today thredUP, Olivia Wilde and Conscious Commerce released a used clothing collection to fight disposable fashion culture. The ‘Choose Used’ line contains thousands of secondhand garments that have been ‘re-designed.’ Each retro, screen-printed design boldly reveals that the garment is ‘used,’ not new — allowing anyone to proudly tell the world they wear used clothes. Every wear breaks down the stigma of secondhand, inspiring others to join the fight on fashion waste by embracing re-use.

Fashion is the second most polluting industry in the world. Clothing production emits harmful chemicals, the fabrics often aren’t biodegradable, and 64% of what we buy ends up in landfills. Buying used instead of new extends the life of clothes — reducing a garment’s carbon footprint by 82%, making the most of natural resources and diverting textiles from landfills.

“As a culture, we’re buying more and discarding clothes faster than ever before, depleting natural resources and destroying our planet. The best thing we can do is participate in a more circular economy, reusing what we already have.” — Jenna Bray, thredUP’s Senior Brand Director
“I love secondhand and the work thredUP is doing to keep clothing in use longer. Our ‘Choose Used’ collaboration is all about celebrating and de-stigmatizing used clothing to cut the waste and create a more sustainable fashion future.” — Olivia Wilde, director, actress and activist

The thredUP x Olivia Wilde & Conscious Commerce ‘Choose Used’ Capsule Collection is available today [April 16] at with new designs rolling out throughout the spring/summer season.


Olivia and Conscious Commerce have joined thredUP in their mission to reduce textile waste by encouraging consumers to embrace reuse, extend the life of clothes and ‘think secondhand first’.

“If everyone bought just ONE used item instead of new this year, it would have a huge collective and positive impact on the planet.” — Olivia Wilde

The mission is simple: get more people wearing secondhand to reduce waste. If everyone in the US bought just one used item instead of new in 2019, it would save nearly 6B pounds of carbon emissions — the equivalent of taking half a million cars off the road for one year

The thredUP x Olivia Wilde & Conscious Commerce ‘Choose Used’ collection is comprised of thousands of secondhand garments, each printed with phrases that encourage consumers to ‘Choose Used’ to lighten their fashion footprints. The designs allow anyone to wear their choice as a badge of honor and a vote for the planet, and inspire others to do the same.

“No new garments were used in the making of this collection.”

The collection includes over 4,000 secondhand thredUP t-shirts, sweatshirts and denim jackets. Prices range from $10.99 — $100, and a percentage of net proceeds from each item will go to The Circular Fashion Foundation, a 501c3 organization dedicated to supporting sustainable fashion efforts worldwide.

“We found design inspiration for the “Choose Used” collection with thredUP in our favorite, perfectly broken-in vintage tees. Our aim was to make the designs uplifting because the decision to choose used should be a straightforward and gratifying one.” — Olivia Wilde & Babs Burchfield, co-founders of Conscious Commerce


The “Choose Used” campaign goes beyond limited edition shirts. If you miss out on snagging a one-of-a-kind piece from the collection, there are more ways to get involved. For more details on how to wear or share your support go to

Three ways to support the movement & inspire others to join:

  1. Shop the thredUP x Olivia Wilde & Conscious Commerce ‘Choose Used’ collection →
  2. Buy any garment on thredUP starting on Earth Day and receive a ‘Choose Used’ pin →
  3. Share why you ‘Choose Used’ on Instagram and thredUP will donate $1 to the Circular Fashion Fund


The rise of modern secondhand shopping experiences like have led to a resale revolution. Gone are the days of musty rack-digging, as now consumers can access thousands of brands at incredible prices online. As younger generations demand sustainability and great value, secondhand is quickly becoming a first-hand choice.

“The challenge is that used clothing is an invisible trend — you never know when someone is wearing it. With the ‘Choose Used’ collection we’re giving the tools and permission to brag about that choice. By making this invisible trend visible, we’re breaking down any remaining stigma to lead the way for a more sustainable fashion future. We’re thrilled to partner with Olivia and Conscious Commerce to spread this message and fuel a resale revolution.” — Jenna Bray, thredUP’s Senior Brand Director.

Secondhand is now a $24B industry, projected to double in 5 years. 20% of all consumers bought used apparel last year across every income and age, with Millennials and Gen Z leading the charge (⅓ of Gen Zs will buy used apparel in 2019!). Learn more about the size and growth of the secondhand apparel market here →


Over the next few months, shoppers will be able to visit to learn more about the textile waste crisis and do their part by shopping eco-friendly secondhand clothing — including items from the exclusive collection.

  • 26 billion pounds of textiles sent to landfill each year (source).
  • One garbage truck — or 1,680 clothing items — are burned or landfilled every second (source).
  • There are already enough textiles in existence to clothe everyone in the world (source)
  • To date, thredUP has upcycled 65M items.

About thredUP

Forget everything you know about used clothing and join millions of consumers in a resale revolution. thredUP is the world’s largest fashion resale marketplace, designed to save the planet and your wallet from waste. The company makes selling your clothes a cinch, and resells 35,000 brands — from GAP to Gucci — at up to 90% off retail prices. Backed by world-class investors, thredUP is reinventing resale with cutting edge technology and logistics- — shattering stigmas and converting skeptics. The magic happens behind-the-scenes in thredUP’s automated ‘Upcycle Centers,’ which have redistributed 65M unique garments from closets across America. With further expansions to physical stores, “try-before-you-buy” Goody Boxes, and RAAS (Resale-As-A-Service), thredUP is inspiring a new generation to think secondhand first and pacing the way for a more sustainable fashion future.

About Conscious Commerce

Founded by best friends actress/director Olivia Wilde and creative director Barbara (Babs) Burchfield as a response to non-sustainable fundraising efforts, CONSCIOUS COMMERCE creates dynamic campaigns and experiences that connect non-profit foundations to sustainable business models. Additionally, CC works with global brands around the world to integrate social consciousness into current business models, exponentially increasing engagement and awareness.

About The Circular Fashion Fund

Founded by thredUP in 2018, the Circular Fashion Fund (CFF) is a nonprofit organization with 501c3 status currently pending. The CFF’s mission is to identify, vet, and distribute funds to organizations and individuals committed to a more sustainable Circular Fashion future. Learn more about the CFF here.