ThredUp x Madewell
The future of fashion is pre-loved
A Circular Store is a pop-up retail concept launched by ThredUp in partnership with Madewell: a physical, immersive space dedicated entirely to secondhand Madewell apparel sourced from ThredUp, one of the world's largest online resale platforms. Designed to evolve how people think about fashion, the store combines retail, education, repair, and storytelling to embody a “circular future” for clothing.
I collaborated on a visual system that reinforced the idea of circularity — integrating motifs of reuse and repair across all touchpoints: signage, in-store graphics, and QR digital integrations. To unify the two brands in this hybrid retail concept, we designed visual assets that balanced the premium aesthetic of Madewell with ThredUp’s sustainable ethos.
Experience Design & Customer Journey
We created wayfinding signage, informational wall graphics, and station markers to guide visitors through the store’s educational and transactional journey. By mapping the guest journeys through the 3 shoppable stations, we integrated storytelling with space so each visitor would naturally encounter educational content about circular fashion.
“For too long, the fashion industry has operated with a linear, disposable model. We’ve designed a store to represent the future of fashion -- a circular future in which retailers design for longevity, and consumers shop with resale in mind. Our hope is that visitors will leave inspired and armed with the knowledge they need to take a more sustainable approach to their wardrobes. We believe that retail and resale working together is a necessary next step in achieving our vision of a circular future for fashion.” — Erin Wallace, VP of Integrated Marketing at ThredUp
The Impact
The store created a tangible example of circular fashion retail by combining resale, repair, and education into one immersive experience.
Signage and environmental graphics helped guide visitors seamlessly from browsing to learning stations, making sustainability concepts approachable and interactive.
The visual system and branding supported the store’s mission, inspiring shoppers to rethink clothing life cycles and encouraging engagement with resale, mend, and responsible consumption.
