The Rise of Specialty Children’s Secondhand Retailers
The world of secondhand shopping has undergone a significant transformation in recent years, with the emergence of mission-driven retailers catering to parents seeking sustainable fashion options for their children. These specialty stores offer a curated selection of gently used clothing, setting themselves apart from traditional thrift stores and consignment shops.
- San Francisco-based Noomoon
- Parachute Brooklyn
- Project ReWear
These retailers focus on providing high-quality, unique, and often hard-to-find items that cater to a wide range of parental consumers and their varying needs. By doing so, they aim to promote sustainable fashion practices and reduce waste in the children’s clothing industry.
The Impact of Mission-Oriented Business Models
Many of these specialty clothing retailers differentiate themselves from the rest of the secondhand market by adopting mission-oriented business models. Kimberly Lau, founder of Project ReWear, is a prime example of this. Her store’s landfill project aims to reduce textile waste by weighing each garment purchased and calculating the amount of waste saved. For every item purchased, customers can earn 10% off their next purchase by taking a photo of the “snap and share” poster board, which features a picture of a garbage truck.
| Business Model | Description |
|---|---|
| Project ReWear | Landfill project: Weighing garments to calculate waste reduction and offering discounts for customers who share their savings on social media. |
| Noomoon | Curated selection of high-quality, unique items with a focus on sustainable fashion practices. |
| Parachute Brooklyn | Buy-sell-trade model offering a wide range of items, from vintage finds to practical purchases. |
The Shift in Consumer Buying Behaviors
The success of specialty stores like Noomoon, Parachute Brooklyn, and Project ReWear can be attributed to the current shift in consumer buying behaviors. Shoppers are increasingly favoring secondhand clothing over new items, with the US resale market expected to reach $74 billion by 2029. According to a 2025 resale report from ThredUp, “The U.S. [resale] market saw its strongest annual growth since 2021 and is expected to reach $74 billion by 2029.” This trend is expected to continue, with younger generations, particularly Generation Alpha, becoming more interested in secondhand shopping.
The Impact on Future Buying Habits
As parents shop sustainably and share the eco-conscious benefits of doing so with their families, children are more likely to adhere to these same buying habits once they become old enough to shop for themselves. This is evident in the growing demand for secondhand shopping among younger generations. In an interview, Lau argued, “Parents, I mean, you’ve got online role models like influencers, and then we are their offline role models.” This highlights the significant role that parents play in shaping their children’s values and behaviors, including their shopping habits.
The Benefits of Secondhand Shopping
Studies have shown that secondhand shopping can have a significant impact on the environment, reducing waste and promoting sustainability. Children raised in environments where secondhand shopping is the norm are more likely to develop sustainable values and habits, such as valuing quality over quantity and promoting creativity and individuality. In the words of Boonparn, “It normalizes secondhand shopping. For example, when I was growing up, there was a lot of stigma around used clothes. So I think if kids are seeing their parents buying secondhand clothing, they’re more likely to view it as normal and acceptable and do it themselves.”
Example of a Sustainable Fashion Business
Project ReWear is an excellent example of a sustainable fashion business that is making a positive impact on the environment. By adopting a mission-oriented business model and promoting waste reduction, Project ReWear is setting a new standard for the industry. In the words of Lau, “When I heard that it takes 1800 gallons of water to make one pair of jeans, because of the amount of cotton it takes to grow, or 712, gallons to make a cotton t-shirt like the jeans—it’s equivalent to a little less than, I think, nine years drinking water for one person—I knew I had to do something, and so we did the landfill project.”
The Future of Sustainable Fashion
The success of specialty stores like Noomoon, Parachute Brooklyn, and Project ReWear is a testament to the growing demand for sustainable fashion options. As the industry continues to evolve, it is clear that the future of sustainable fashion will be shaped by mission-driven retailers like these. In the words of Tafoya, “It’s actually been very amazing to see parents that come in with older kids—like maybe seven or eight–and how into secondhand shopping they are. I have one customer in particular, she has two daughters, and they only shop secondhand. And so it’s very interesting to see them coming in and navigating shopping this way, and also seeing that it’s a value from their parent’s perspective.
