As more and more people come to understand the environmental and social impact of fast fashion (like pollution and sweatshops), thrift stores are stepping up to the plate as a viable option for beautiful and gently used pieces. Noeeko Studio has created the branding for Second Choice, a secondhand store that will have you rethinking the way you view used clothing.
“Second Choice is a luxury, pre-owned fashion shop located in the heart of Warsaw. We worked closely with Secound Choice to design visual identity and responsive website that introduces the brand, showcases its beautiful and unique products, and helps communicate the story behind the brand.”
Since Second Choice is a luxury option, the branding doesn’t focus on price or convenience; instead it has a clean and organized look that is a reflection of the store itself. No clothes are featured in the images, which makes sense since their stock is constantly changing. Empty hangers allow the consumer’s imagination to run wild, embracing all of the possibilities that can exist in a thrift store. It immediately makes them want to step inside and see what inventory is available.
