Rhymes with Orange - an inspiring way to promoted pre-loved clothes in the US
The fact that we need to start taking care of the garments already produced is not only a reality we in Sweden or Europe, it’s also a growing movement in the states. Sara Leeds is on of the entrepreneurs and sustainability enthusiast creating change on the other side of the Atlantic. In this interview she tells us about her platform and her perspectives on the second hand market in the states.
What is Rhymes with Orange and why did you start it?
Rhymes With Orange is a platform to create and celebrate a one of a kind and kind to the planet closet. It’s evolved quite a bit since I first launched last Summer - but it now functions as a two-sided community. I work with individuals to help clear and sell their closets in an effort to mitigate adding to landfill. I work with likeminded brands and makers to help craft their story in a way that makes them irresistible to customers. On the social media front, I share short form, tongue in cheek content that makes secondhand fun!
I started RWO after noticing that although secondhand was booming, people still wouldn't call it their first choice. For most, navigating resale was intimidating and a huge headache. I was itching for a new creative outlet and believed my passion for fashion, media and community could shine light on slow fashion the way it deserves.
What products do you sell?
I sell my services - clearing and selling closets for clients, and brand storytelling for sustainable makers. I also sell a tightly curated selection of secondhand pieces from the closet cleanouts of influencers and creatives.
How does the collaboration with influencers work and what is the idea behind it?
Our buying habits are shaped by the influencer economy to a great degree, and I hope to see more acceptance of secondhand there. Almost all of the closet sales on Rhymes With Orange are from influencers.
My weekly show on IG Live, The One of A Kinds, gives a behind the scenes look into the closets of influencers and entrepreneurs. It’s my plan to tell fabulous stories about our clothes and normalize the fact that it’s okay to love what we already own!
How would you judge the willingness or ability for USA costumers to buy second hand and vintage?
I think it’s so variable! Especially by generation. I know a ton of people, especially Gen Z’ers who get the same thrill out of secondhand and vintage as I do. On the other hand, I see that people still have so many reservations about secondhand. There’s a misunderstanding that secondhand is more expensive (not true!) and worse quality (also not true... fast fashion will get worn out much quicker than a quality vintage piece!).
What are the challenges and opportunities?
It is hard for us to get over our "out of sight out of mind" mentality when it comes to getting rid of our clothing. Most don't understand where it really ends up when we donate it. I also still hear a lot of the stigma around something that was preloved as less than. That being said, I see a huge opportunity to treat resale and secondhand with as much fun and enthusiasm as standard retail.
What impact or change do you seek to create with the platform?
I want secondhand to become second nature! I hope we feel much more connected to what‘s already in our closets and steer away from impulse buys. I want small, sustainable brands to have access to larger markets. Last but definitely not least, I want to normalize secondhand and outfit repeating in mainstream media.
Learn more about Rhymes With Orange here and follow on Instagram.
