Depop on the secondhand revolution

Depop is beloved by Gen Z for its creative approach to secondhand fashion. Now it’s looking beyond age demographics to capture the conscious consumerism zeitgeist

Traditionally the preserve of musty charity shops and crowded flea markets, the secondhand fashion market has changed ­beyond recognition in recent years. It’s currently growing three times faster than the clothing sector overall and is expected to be worth $218 billion worldwide by 2026, ­according to thredUp.

Naturally, foresighted brands are keen to tap into the societal shift towards sustainable and affordable shopping. High street brands such as Cos and luxury retailers like Selfridges have both started reselling preloved alongside new collections, while Love Island, a show once synonymous with fast-fashion giants like Pretty Little Thing, now boasts eBay as its headline sponsor.

Launched in 2011, Depop began life when re-commerce was still a fairly niche concept. At the time, founder Simon Becker­man was running Milan-based fashion and culture magazine Pig. “He effectively built this ­marketplace, initially as an extension of the magazine. Then it very quickly began to take on a life of its own as this interesting creative-led, curated, community-driven commerce platform,” Depop’s chief marketing officer, Peter Semple, tells CR.

Top: Depop pop-up in Selfridges, London; Above: I Got It On Depop campaign