Powered by patent-pending search technology built specifically for secondhand fashion, Beni Lens delivers a “better than Google” visual search experience for resale, surfacing real-time listings from Poshmark, ThredUp, The RealReal, eBay, Depop, and more. Shoppers can also create a personalized profile, enabling Beni to automatically filter search results by size, condition, budget, and brand preferences.

Available today on desktop via Beni’s Chrome extension and on the go through the Beni iOS app, Beni Lens makes secondhand shopping effortless, intuitive, and undeniably chic:

• Spot someone on the street with an incredible jacket? Snap a pic to find it secondhand.

• Get inspired by a Pinterest mood board? Use the Beni extension to shop the look.

• Screenshot a celebrity outfit on Instagram? Upload it to find the style in your budget.

“Before Beni, recommending secondhand pieces was frustrating because the link would die once an item sold,” said , Beni user and sustainable fashion stylist in New York. “Now I can upload a photo of something I like and my newsletter subscribers can find the same or similar item in their size and budget. It’s helping demystify secondhand shopping by mimicking people’s current consumption habits, just with a much more sustainable —and I’d argue more stylish — option.”

“Shopping today is overwhelming and inspiration feels fleeting,” said , Co-Founder & CEO of Beni. “People want convenience, affordability, and style. Resale delivers the best value for your money and now visual search makes it irresistibly easy to access.”

“Shoppers discover fashion through images — not product pages and search bars,” said Celine Lightfoot, Co-Founder & CTO. “We built Beni Lens to meet them where inspiration sparks and help them get the style they want at a price they can afford.”

As inflation and holiday spending pressure intensify, Beni Lens gives shoppers a smarter path to build a closet they love — higher-quality fashion, lower prices, and dramatically less waste. It also unlocks something the traditional retail system can’t: the ability to find beloved pieces that are sold out, vintage, discontinued, or no longer made — empowering shoppers to build personal style that transcends trends.

Beni Lens represents the next major step in Beni’s mission to make thrifting as easy as shopping new, at a moment when shoppers are prioritizing both value and sustainability.

The real influencer is the secondhand curator.

The New Kind of Influence

For years, the fashion ecosystem has rewarded “newness”—new drops, new collections, new carts filled with items destined to sit in a closet without being worn. But the creators driving culture today aren’t focused on what’s new. They’re focused on what’s meaningful.

They’re the ones:

• Showing us how to rewear what we already own

• Tracking down vintage pieces of trends that have resurged

• Sharing secondhand finds that are cheaper, cooler, and better quality

• Teaching us how to shop secondhand first—even for the holidays

Their followers trust them not because they sell, but because they solve. They inspire. They curate.

And now, they finally have a platform built for that kind of influence.

Your Influence, Finally Supported

Beni is the only platform uniquely set up to support secondhand curators, tastemakers, thrifters, and vintage shoppaholics.

Sharing secondhand finds with your audience has notoriously come with so much friction: *dead links, sold-out pages, and a messy, unreliable experience. You share your top The RealReal finds of the week and within days those pieces are no longer available. You link your vintage eBay gems to your ShopMy, but within an hour the gem was sold and your link is dead.

Beni offers endlessly shoppable listings.

Item is claimed? View More Like This. Item isn’t in your size? Click More Like This. Item is too expensive? Hit More Like This.

Beni’s Holiday Curator Program

This season, Beni—the platform making secondhand shopping (and sharing) as easy as new—is looking for curators who have the gift of sifting, scanning and identifying the most incredible secondhand finds.

Our curator program is designed to elevate those whom are already leading the movement, shaping how people shop with more intention. As more shoppers look to buy with intention, the creators leading that shift deserve visibility, tools, and rewards. Beni offers that.

By joining the Curator Program, creators can:

• Curate your favorite secondhand finds across 40+ resale marketplaces and share with your audience to shop your recommendations

• Share easy access to collections by linking your Beni Shop (profile) on you Link In Bio

• Be featured on the Beni App and our socials with 150K+ cumulative audience. Your collections will be featured front and center throughout the holiday campaign as we spotlight the voices leading the Thriftmas movement

Why Curators Matter Now

Shopping during the holidays can feel chaotic—relentless promos, impulse buys, pressure to overspend. But curators with a strong point of view bring clarity. They help people cut through noise and find things that are thoughtful, personal, and what people really want.

How to get started:

1. Make Beni account — We just launched public profiles! In your profile settings on shopbeni.com (not in app) add a profile photo, bio, social links, and make your profile public.

1. Make a fabulous collection — Start saving secondhand finds to your collections. Make sure the collection is set to ‘Public’ and add a fun cover photo.

1. Tips to get featured: Collections that have over 35 finds saved, relevant & unique titles, and eye-catching cover photos. Holiday-inspired, winter wear or seasonal collections are guaranteed to be featured!
   Check the ‘Featured Collections’ section on the discover page to see if your curated collection has been selected.

2. Share your profile & collections — Link your Beni Shop on your socials. Add to your Link In Bio on Instagram, Tiktok, Substack, Youtube, etc. Share your collection links on IG stories or to a Substack post for easy access to your secondhand finds.

Influence isn’t about convincing people to buy more, it’s about helping them buy better and you are the influence we need this holiday season.

Become a Curator

*dead links refers to a link on a marketplace platform or online store that leads to a product listing which is no longer active, available, or accurate

If your closet is full of pieces that are fine but not quite right, you’re not alone. Most clothes aren’t made to fit one specific body or lifestyle. But with a little strategy (and a few affordable tweaks), it’s possible to make what you already own feel better, look sharper, and last longer.

This guide walks you through how to get more out of the clothes you already have—from tailoring basics to styling adjustments to easy fixes that actually work.

Step 1: Fit First: Start with the Obvious Fixes

If something feels off when you put it on, it’s usually a fit issue, not a style one. And the fix might be easier than you think.

Ask yourself:

• Is it too long, too short, or just off-proportion?

• Are the sleeves, waistband, or bust pulling or gapping?

• Does it feel bulky, saggy, or tight where it shouldn’t?

• Am I comfortable? Can I walk, stand, bend over, and sit down without needing to make adjustments?

Many of these issues are tailorable.

Common Low-Cost Tailoring Fixes:

• Pants too long? Hem them. (Even a 1" difference can change how polished they look.)

• Waist too big? A simple taper or dart can bring structure back.

• Jacket or shirt too boxy? Take in the sides or sleeves.

• Dress or top gaping? Take it in.

• Dress feels dated? Shorten the hem, remove sleeves, or belt it differently.

Sadly, not everything can be tailored. This is a common problem with clothes that are too tight. Many pants, tops, and dresses come with seam allowance that a tailor can use to give you ½ inch of space, depending on the garment. Beyond that, it can be expensive to impossible to tailor a piece that’s too small.

The bottom line: If you love a piece but it doesn’t fit quite right, It’s always worth taking it to a tailor to see what they can do.

Step 2: Use Styling Tweaks to Balance Proportions

When tailoring isn’t an option or isn’t the issue, styling adjustments can make a major difference.

Try these tweaks:

• Half-tucking a shirt to break up volume

• Rolling cuffs or sleeves to highlight shape or skin

• Layering strategically to smooth lines or shift focal points

• Using belts or knots to define your waist, especially on oversized pieces

• Adjusting shoe choice to change silhouette balance (chunky sneakers vs. low-profile boots = totally different look)

Not sure where to start? A simple unlock can be to try styling the piece with an item you love but you’ve never worn it with before. Ex: try the cute silk top with your favorite work pants, or the mini skirt with your go-to t-shirt. Try adjusting or tweaking one of the items to make it work.

Step 3: Get Comfortable With DIY Adjustments

If you’re up for a little hands-on work, some of the most satisfying fit tweaks are also the simplest:

• Iron-on hem tape can shorten pants or sleeves without sewing

• Fabric shavers remove pills and make knits look brand new

• Elastic waistband replacements can rescue otherwise perfect skirts or pants

• Shoulder pad removal (with a seam ripper) can modernize old blazers instantly

• Dyeing faded black or navy items with at-home dye kits can refresh staples on the cheap

Don’t overcomplicate it; just take one piece at a time. You might surprise yourself and transform a closet dud into your next go-to with a minor transformation.

Step 4: Store Clothes the Way You Want to Wear Them

Fabric responds to how it’s stored. Ever reached for a piece that’s been hanging weirdly for six months and felt like it lost its shape? You’re not imagining it. Take these simple steps to make your clothes fit and feel their best.

• Fold heavy sweaters and knits to prevent stretching

• Hang structured pieces with shaped hangers to keep their lines

• Stuff bags and boots with paper or cloth to help them hold form

• Hang natural fibers like linen and silk that are prone to wrinkling

• Use garment bags for delicate fabrics (especially silk, wool, or vintage)

• Rotate seasonally so things get aired out and reevaluated regularly

A closet that respects your clothes helps you do the same.

Step 5: Don’t Underestimate Ironing, Steaming, or Pressing

Wrinkles can sabotage even your best pieces. A freshly steamed dress or crisp shirt immediately feels elevated, even if it cost $12 at a thrift store.

Don’t have an iron? This is your sign to get one; no closet is complete without it! You can pick up a budget iron at most stores or online, but higher quality irons don’t have to be much more expensive and they’ll pay dividends in getting satisfyingly crisp lines.

• Steamers are ideal for knits, silks, and quick refreshes

• Irons offer more structure for cotton, linen, or pants with pleats

• Pressing cloths protect delicate items from heat damage

• Fabric sprays can help reduce odor and reset the drape between washes

You don’t need to iron everything. But knowing when and what to press can transform how something feels on your body.

Fit, Care, and Intention Matter More Than Newness

The clothes you already own are full of potential. When you learn how to tweak, tailor, and care for them intentionally, you stop needing more and start loving what’s already there.

You don’t have to settle for “good enough.” Most of the time, a small shift in how an item is hemmed, worn, or stored is all it takes to make something truly yours.

That feeling can lead you right back to shopping more: surely you’re just missing some key pieces and if you just fill that gap, you’ll always have the perfect outfit to wear. But the reality is that most of us need less clothes, not more. A wardrobe packed with “meh” pieces and unworn “maybes” makes getting dressed harder, not easier. The answer to that paralysis with style and getting dressed is often to strip away the clothes that are getting in your way.

Maybe you’ve tried a closet cleanout before and found yourself sitting on the floor, surrounded by half-folded piles, unsure whether that blazer “might come back around.” The process can be anything but simple. That’s why we’ve provided this guide.

The goal of this closet cleanout guide isn’t minimalism. It’s not about rules, aesthetic extremes, or hitting some mythical capsule number. It’s about functionality. Alignment. Learning to read your closet like a story, and edit it with intention.

Whether you’re making space, shifting seasons, or rethinking your style altogether, this is a step-by-step framework that helps you clean out your closet and move forward—smarter.

Step 1: Begin With Intention, Not Urgency

Too often, we clean out our closets in a reactive mood—fed up, frustrated, or fueled by the desire to “finally get organized.” But effective edits come from clarity, not haste.

So before you start pulling hangers, pause. Ask yourself: Why now? Maybe you’re about to transition into a new job or stage of life. Maybe your current wardrobe doesn’t reflect how you want to show up anymore. Or maybe you’re just tired of seeing pieces you never reach for.

Take a couple minutes to journal and define your goals for the closet cleanout before you even begin. Your “why” doesn’t have to be profound, but it should be personal. When you know what you want more of—ease, confidence, cohesion—it becomes easier to decide what no longer supports that.

Step 2: Pull It All Out (Yes, All of It)

There’s a reason the full reset works. When everything stays hanging in place, you’re more likely to gloss over familiar pieces or rationalize old decisions. Taking everything out onto a bed or the floor forces a reset. It shifts you from passive browsing to active assessment.

Sort items into 6 clear buckets that align with next steps:

1. Keep: You wear it regularly. It fits well. It aligns with your current style or goals.

2. Tailor or Upcycle: You like the piece but something’s off (e.g., length, waist fit, sleeves).

3. Mend: A button is missing, stitching is coming undone, or it needs a minor fix to be wearable again.

4. Donate or Resell: Still in good condition, but you’re not wearing it and probably won’t.

5. Let Go Responsibly: It’s damaged beyond repair, synthetic-heavy and pilled, or truly worn out.

6. Maybe: We’ll get into this in a moment, but these are the pieces you don’t wear regularly but something stops you from letting them go.

Pro tip: Lay out a donation bag, a tailoring pile, and a mending station in advance. You’re less likely to procrastinate later.

You don’t need to finish the entire closet in one sitting. You can do one category, one drawer, or one season at a time. But commit to a rhythm: remove, assess, decide, and move forward.

Step 3: Try On Your Maybes

This step is another reason not to rush the process- trying things on is time consuming, but is absolutely worth it. That skirt you haven’t worn in two years might still look great… or it might explain itself the moment you zip it up. Real-time fit, feel, and function tell you more than any memory or aspiration.

When you try on a maybe, move around in it. Sit, stretch, reach. Does this piece just fit, or does it fit well? Does it complement your current body, style, and lifestyle—or are you trying to convince yourself it will, eventually?

If the item looks and fits well but you haven’t worn it in a while, try styling it with a few outfit options. You might find an outfit combination you’ve never thought of before, a new go-to! Or you might find that the item simply doesn’t match with the rest of your wardrobe.

Even if it fits your body, it needs to fit your life. Example: You try on a midi skirt you’ve owned for years. It technically fits, but you realize it doesn’t pair well with any of your go-to shoes or tops. That’s not a styling problem; it’s a signal that the piece may no longer align with your wardrobe.

Pro-tip: take time to iron or steam wrinkled clothes before trying them on, and don’t hesitate to try them on with a full outfit including shoes and accessories. This can make the whole difference in deciding whether the item is a keeper.

Step 4: Ask the Right Questions

Our closets are full of stories. Some clothes represent who we were. Others reflect who we thought we’d be. And some are just reminders of a discount too good to pass up.

To cut through the noise, ask practical questions:

• Have I worn this in the last 6–12 months?

• Would I buy this again today?

• If I saw this in a store or listing now, would I feel excited to grab it?

• Does it go with at least three things I already own?

• If I could resell this and recoup the full cost I paid for it, would I? Or do I genuinely want to keep it?

• Am I holding onto it out of guilt, or because it genuinely adds value?

These questions are designed to clarify, not shame. If your answer leaves you pausing or hedging, that’s often your answer.

Step 5: Move Clothes Forward (Not Just “Out”)

The power of this process lies in what happens next. What you release still holds value. Handle your outflow intentionally:

• Donate thoughtfully: Prioritize clean, wearable items. Look for local shelters or nonprofits with clothing needs, not just general donation bins.

• Resell smartly: Use platforms like Poshmark, Depop, or ThredUp for items in great condition. Consider consignment for mid-range or designer pieces.

• Recycle responsibly: For worn-out garments, look into textile recycling options. Brands like Trashie offer mail-in programs. Some cities have local drop-offs.

• Repair before you replace: That missing button or loose seam might cost $0.50 and five minutes to fix, but save you from replacing a favorite.

• Find a local tailor: It will take some upfront time, but building a relationship with a tailor will pay dividends, expanding your options to buy items and have them tailored to fit your unique body.

Step 6: Learn From What’s Left

After the cleanout, what remains becomes your blueprint. These are your most functional, loved, or frequently worn items. Look for patterns. Are you gravitating toward soft neutrals? Crisp tailoring? Breathable natural fabrics?

The clothes you choose to keep tell you more than any Pinterest board could. Use those insights to shape future purchases, especially secondhand. They’ll help you shop smarter, avoid impulse buys, and fill actual gaps instead of imagined ones.

Bonus Step 7: Strategies If You’re Nervous to Say Goodbye

Trust us, we’ve been there. You want your closet cleanout to activate a meaningful shift for your style and closet. But you find yourself with an enormous pile of “maybes” and for one reason or another, you have a hard time saying goodbye. And that’s normal! There’s a myriad of reasons that could make you reluctant to move on. Maybe the item fits you perfectly, you just never reach for it. Maybe you spent a lot of money on it. Maybe it was passed down from a friend or family member and has sentimental value.

There are some surprisingly effective ways to work around your hesitations and still make a significant change in your closet.

Set aside the “maybes” for a few months.

It can be hard to donate or sell an item when your heart is telling you “this might come in handy! I might want it back!” Put that feeling to the test and store all of your “maybes” in a box or bag. You can put it at the back of your closet or in storage, somewhere you have access to but won’t see every day. If you’ve selected your “maybes” well, this shouldn’t cause any inconvenience- they aren’t items you reach for regularly.

Now this is where the magic happens: your “maybes” are out of sight, out of mind. You probably won’t reach for that box many times. Set a reminder for yourself to revisit the box in a few months (many people forget about it entirely!) As you go through that box, you might be surprised to have completely forgotten some of the items you had in there. Go back to step 2 and resort the items, with the layered knowledge that you went several months without ever needing or wanting the items inside.

Wardrobe within a wardrobe

To solve the problem of getting dressed in the morning, try this: go through your “keep” pile and pick your absolute favorite pieces, the ones you reach for again and again and feel your best in. There’s no rules here- it could be 5 tops or 20; 8 pairs of pants or none if you prefer dresses.

Set these pieces in a special part of your closet along with your favorite accessories and shoes (not all of us have walk-in closets! It works to just group all these pieces in one drawer or on the far end of your rack so they’re next to each other.)

Influencers online might have told you how to build a “capsule wardrobe” with an ideal set of tops, pants, shoes, and jackets that all go together. This concept can be alienating if you love variety, don’t want to wear the same thing every day, or if you don’t already have the perfect white button down and striped cardigan in the example capsule wardrobe.

But what you’ve just done through this simple exercise is built your own capsule wardrobe, perfectly customized to you with the pieces you already love and reach for. For the next two weeks when you get dressed, don’t even look at the rest of your closet. Just reach for the “capsule” section of your favorites. This exercise will eliminate decision fatigue of searching through your entire closet, but it will also inspire you to try new combinations of your favorite items and help you refine your personal style.

One Last Thought: Your Closet Is a Living System

Your wardrobe will never be perfect, and it doesn’t need to be. As your body, jobs, career, and personal style all evolve and change, you can expect your wardrobe to continue evolving along with you.

But your wardrobe should do two things. First, it should reflect who you are now, not just who you were or who you think you should be. Yes, there’s a place for the nostalgic dress you wore on your first date or an aspirational jacket you love but aren’t brave enough to wear yet. But the majority of your closet should reflect what you actually like wearing and feel comfortable in.

Secondly, your closet needs to be functional. Your closet should fit you well and look great on you, enabling you to be comfortable throughout the day. There’s no place for dozens of pieces that don’t fit or don’t look good anymore, no matter how much you love them.

A well-edited closet helps you dress with more ease, buy with more intention, and get more wear out of what you already own. You don’t need to toss half your wardrobe to feel that difference. Just start with what no longer earns its place, and build intentionally from what does.

Of course, this is part of what can make secondhand shopping so fun! Browsing, exploring, and trying on styles you never would have thought to look for can be a great way to discover new styles and find hidden gems. But it can also lead to a wardrobe full of items you like, but don’t feel like you.

Whether you’re building a new wardrobe or fine-tuning the one you’ve got, secondhand shopping is far more effective when it’s guided by your personal style. It helps you cut through the noise, focus on what you’ll actually wear, and avoid the trap of buying things that feel exciting in the moment but don’t work long term.

Here’s how to connect your personal style with how you shop secondhand to build up a closet that feels personal and intentional.

Step 1: Get Clear on Your Style Priorities

Before you start searching or scrolling, take a moment to name what you want more of in your wardrobe. You don’t need a perfectly labeled aesthetic, but you do need a few working signals.

Start with questions like:

• What outfits make me feel most like myself?

• What silhouettes, fabrics, or colors do I naturally gravitate toward?

• Am I dressing for ease, polish, movement, softness, structure?

You might land on phrases like “clean basics with a tailored edge,” “romantic and textured,” or “neutral layers with a little drama.” These aren’t rules; they’re filters. The clearer you are, the easier it becomes to recognize what fits your style and what’s just noise.

This is also when you should be reflecting on what to pass on. Take a look at items in your closet you haven’t reached for in the past 6-12 months. Why did you buy them? What did you have in mind at the time?

This can help you identify possible gaps between your aspirational style versus your true style, which is an important check on your shopping impulses. Maybe you’re drawn to bright colors, but you feel more comfortable wearing neutrals day to day. Or you might naturally gravitate to thrifting jackets, but you end up wearing the same 2 jackets you really love.

This process isn’t meant to exclude you from shopping any particular category, but it should help you check yourself. “Am I excited about this item because it’s really me? Or do I just like the idea of it?”

Step 2: Know What Works Secondhand

While not everything is worth buying resale, many of the best wardrobe pieces are! Here are a few secondhand standouts that tend to align well with personal style priorities:

• Tailored pieces: Blazers, trousers, structured coats, and denim jackets are often high-quality and lightly worn on the resale market.

• Natural fabrics: Think wool, cotton, silk, and linen: durable, breathable, and easy to evaluate secondhand.

• Statement items: Dresses, special-occasion pieces, or vintage finds that reflect your aesthetic without overcommitting.

• Core basics: Button-ups, tees, cardigans, and denim in your ideal fit or wash

Remember to filter all these categories through your personal style priorities. Don’t buy linen just for the sake of it- only if you love the look and feel! Same with blazers and wool sweaters. Curate a list of core pieces that you wear often and feel great in, and look for those.

Skip the temptation to buy resale just because it’s cheap. If it doesn’t align with your style or fill a gap, it’s clutter.

Step 3: Translate Your Style Into Searchable Terms

Most secondhand platforms rely on keywords and filters. That means your style needs a language that fits the system.

Let’s say your style is clean and minimal with neutral tones and oversized silhouettes. Your search terms might look like:

“oversized wool blazer,” “boxy cotton tee,” “tan trench coat,” or “taupe wide-leg trousers”

If your style leans soft and romantic, try terms like:

“puff sleeve blouse,” “lace midi dress,” “wrap skirt,” or “silk camisole”

And if your vibe is vintage-inspired or eclectic:

“high-rise Levi’s 501,” “plaid wool skirt,” “70s blouse,” or “crochet cardigan”

Don’t forget to search by fabric or cut if that’s part of your style identity. “100% linen,” “bias cut,” or “raw hem” can narrow your results meaningfully.

Not sure where to start or how to articulate your style? Pick a few pieces in your wardrobe you love and wear often, and find those exact items on Depop or Poshmark. Take a look at how the seller describes them and any hashtags used as a good starting point.

Step 4: Build a Style-Specific Wishlist… and Wait on it

Secondhand shopping is easier (and more rewarding) when you’re working from a list. Instead of browsing endlessly, identify a few pieces that would genuinely round out your wardrobe. Prioritize items that:

• You’ve already worn in similar versions

• Pair with at least three things you already own

• Fill a function or add dimension to your current style

For example:

• A style minimalist might hunt for a perfectly structured navy blazer and wide-leg jeans in raw denim.

• A 90s-inspired dresser might search for a vintage leather jacket and slinky slip dress.

• A texture-lover might look for a mohair cardigan or raw silk button-down.

Your wishlist doesn’t have to be long, but it should be aligned. When you shop with intention you’re less likely to end up with beautiful pieces you never actually wear.

You might be asking, how do I know the items on my wishlist actually align with my personal style? How do I separate what I really want from what I see trending? The secret here is to put your wishlist to the test by waiting on it.

Keep an actual wishlist on your phone (Beni makes this super easy) or in a journal, and write the date you add any new item to the list. (ex: June 1 - brown leather loafers.) Then browse slowly for the perfect pair of brown loafers. Don’t rush it! A shopping wishlist is almost never urgent; you can afford to put your list away for a week or two.

As you browse over the course of days or even weeks, you might come across outfit inspiration or other styles that you’re drawn to more than the brown loafers. You might even revisit your list to put a new item on it and realize that you’d totally forgotten about the brown loafers. That’s a sure sign you never really wanted them in the first place.

The biggest dead giveaway that an item matches your personal style? You don’t stop looking for it. If winter is long over but you’re still pausing to look at every camel trenchcoat? If it’s been months of wishing you had a pair of white jeans in your closet? It’s probably a good investment.

Step 5: Use Filters Strategically

Once you’ve built your style wishlist, use platform filters to narrow your options:

• Size filters help you skip disappointment. (If your sizing varies by brand, filter generously or save a few known-fit labels.)

• Fabric filters help you stick to your comfort and quality goals.

• Color filters reinforce your palette, whether you’re going for muted earth tones, crisp black and white, or soft pastels.

• Condition filters help you avoid unnecessary repairs unless you’re up for DIY.

Use saved searches or alerts if available, especially for wishlist items that may take time to show up.

Pro tip: Keep in mind, filters are only as good as the item information entered by sellers. Especially on peer to peer platforms, it’s all too easy for a user to incorrectly fill out a field or to leave information blank, like fabric type. If you’re struggling to find what you’re looking for, try relaxing some filters to see what comes up.

Step 6: Style First, Price Second

Secondhand can be a steal… but don’t let the price drive the purchase.

Just because something is 70% off retail doesn’t mean it belongs in your closet. Make sure it aligns with your style, fits your body and your life, and feels like something you’d be drawn to even at full price.

Ask: Would I still want this if it weren’t such a “good deal”? That one question can filter out a surprising number of almost-right purchases.

Let Style Lead

The best secondhand wardrobes aren’t built by luck. They’re built by people who know what they like, know what they need, and use resale as a tool, not a gamble.

When your personal style drives the search, secondhand becomes a strategic way to expand, refine, or experiment. Don’t let secondhand be an excuse to buy more; use it to buy smarter.

In a world of fast turnover and low-quality garments, knowing how to take care of your clothes is a quiet act of resistance. Whether you're buying secondhand, investing in fewer better pieces, or simply trying to stop your favorite sweater from pilling after two wears, the way you treat your fabrics makes a difference.

This guide walks you through the essentials of fabric care: how to care for different materials and garments, what to avoid, and how small changes can make a big impact on your wardrobe’s lifespan.

Start with the Label

Most clothes include care instructions, and there’s no better place to start. The manufacturer is the expert on how to care for the item. If the tag says to air dry or wash inside out, do it!

That said, labels don’t always tell the full story. Dry clean only? You might be able to get away with handwashing. Tumble dry low? You might be better off air drying.

Instead of blindly following symbols, ask:

• Is this fabric prone to shrinkage or fading?

• Is the structure (like tailoring or interfacing) delicate?

• Can I hand wash or spot clean instead of dry cleaning?

Not sure how to make that call? The rest of this guide is designed to help!

Wash Less, Care More

One of the simplest ways to extend the life of your clothes and reduce your environmental footprint is to wash them less often. It’s a habit shift that goes against decades of marketing around “freshness” and “cleanliness,” but it makes a real difference.

Frequent washing, especially in hot water or harsh cycles, wears down fabric fibers, fades colors, and can warp the shape of garments over time. And not everything that’s been worn once is dirty. Depending on your lifestyle and typical day, you might be able to get away with several wears before a top or shirt needs to be cleaned.

For many items like jeans, sweaters, jackets, and trousers, spot cleaning, steaming, or airing out between wears is often enough. The mental reset is to put the burden of proof on washing, rather than not washing. If an item is perceptibly dirty, wash it… but if it’s not, don’t.

Here’s some tricks to extending time between wash cycles:

• Let clothes breathe on a hanger or over a chair for a day to naturally freshen them up, especially if they're made from natural fibers like cotton, wool, or linen.

• If something has a spill, sweat spot, or odor, target that area rather than defaulting to a full wash. A damp cloth with gentle soap or a fabric-safe stain remover can do the job without subjecting the entire garment to friction and detergent.

• Try storing sweaters or delicates with cedar blocks or lavender sachets to help with odor control.

• A hand steamer can kill bacteria and refresh without the wear and tear of washing. This is especially useful for blazers, dresses, and clothes that are harder to clean.

• Freeze denim or knitwear (yes, really!) to kill odor bacteria without washing

When you do wash, choose lower-impact methods: use cold water, a gentle cycle, and air drying when possible. These small changes help clothes last longer, but they also lower energy use and reduce microfiber shedding, especially from synthetic garments. Washing less doesn’t mean being less clean; it means being more strategic.

Care by Fabric and Garment Type

Now that we’ve established some rules of thumb on fabric care, let’s get into the weeds. Different garments and textiles have different needs. While this can make laundry a little more complicated than throwing everything in one load, it’s absolutely worth it to give your clothes the care they deserve. And you’ll be surprised at how simple it can be to combine loads once you know what each item needs.

First: A word on Laundry Separation

Let’s be honest: we don’t always separate our laundry. You just did a load of whites and now your favorite white tee is dirty; you’re not going to wait weeks to get it clean. And yes, we’ve all tried throwing in the towels in with the regular load. Who made these rules anyway? Are they all just a myth?

The unsurprising answer is no; laundry separation is not a myth. If you follow no other rules in this fabric care guide, please separate your whites from colors and your towels from regular laundry. If you don’t trust the wisdom of generations of laundry-doers, here’s why.

Whites vs. Colors: You may have noticed (when you threw your white tee in with the colored load, we see you!) that your tee came out just fine. This is likely because you washed your colors on cold. While it’s fine to wash whites in cold water from time to time, they should be washed warm or hot. While we don’t recommend warm water for any other fabric, it’s the best way to keep stains and discoloring at bay, keeping your whites white.

Here’s the kicker: hot water is much more likely to cause colors to bleed, even clothes you’ve washed countless times. This is a good reason to wash anything not white on cold, to prevent fading. But it’s also the reason you should separate your whites and colors: to wash them each in the right temperature, and avoid color bleeding in the process.

Towels vs. Regular Laundry: At their best, towels are soft, plushy, and cozy. But towels are also breeding grounds for mildew, and even the most meticulous towels might build up that “towel” scent after cycles of use. Washing and drying towels with your other clothes can impart that smell to your wardrobe.

Cotton (Everyday Basics + Button-Downs)

Cotton is durable and forgiving, which is why it’s the backbone of most wardrobes. T-shirts, shirts, and casual trousers can usually be machine washed cold and tumble dried low, although line drying preserves shape and prevents shrinkage. If you have the time and space, air drying can help these items last even longer. Button-downs or cotton poplin pieces may benefit from a low-heat iron or steam.

If a garment has delicate trim or a looser weave (like gauze), treat it more gently. Turn it inside out in a mesh bag, use the delicates cycle, or hand wash when in doubt.

• Wash: Cold water, normal or gentle cycle

• Dry: Tumble dry low or air dry

• Watch for: Shrinking and color fading

Denim (Jeans + Jackets)

Denim doesn’t need frequent washing— in fact, less is more. Washing can cause your denim to wear out faster. Spot clean when possible, and when a full wash is needed, turn jeans inside out and wash cold on a gentle cycle. Don’t tumble dry your jeans! Air dry flat or hang to preserve fit and prevent fading.

Jean jackets follow similar rules but may need occasional lint rolling or steam freshening instead of a full wash.

Wool (Sweaters + Structured Outerwear)

Wool is naturally odor-resistant, so you might find that you rarely need to wash your wool garments. Wool sweaters can usually be hand washed in cool water with a gentle detergent or labeled wool wash. Avoid wringing wool: gently squeeze and lay flat to dry (not on a drying rack). Reshape knits while damp so they maintain their shape.

Structured wool pieces like coats or tailored trousers are best dry cleaned sparingly, as over-cleaning breaks down the natural oils and these garments are often constructed with padding and fusible lining that can be damaged by washing. Between wears, brush off debris, steam lightly, and let them air out.

• Wash: Hand wash cold or use a wool-specific cycle

• Dry: Lay flat—never hang or tumble

• Watch for: Shrinking, stretching, or felting
  Tip: Use a wool detergent and store folded to avoid stretching.

Silk (Blouses + Scarves + Slips)

Silk is delicate but not impossible to care for. Most silk garments can be hand washed in cool water with a pH-neutral detergent. Blot dry (don’t wring), and lay flat or hang to dry. Steam or iron inside out on low heat with a cloth between the iron and the fabric.

For structured silk garments or pieces with lining, dry cleaning may preserve the shape better. Scarves can often be gently hand washed and steamed to restore sheen.

• Wash: Hand wash cold with mild soap, or dry clean if delicate

• Dry: Lay flat or hang in shade

• Watch for: Water spots and dye bleeding
  Tip: If your silk piece feels hard or looks dull and lifeless, take it to the dry cleaner to restore life!

Linen (Pants + Dresses + Shirts)

Linen is a beautiful natural fiber that softens with wear and washing, but it’s prone to wrinkling and shrinkage. Wash cold and hang dry to avoid shrinkage, and iron while damp to get crisp, wrinkle-free linen. For tailored linen garments (like suits or lined dresses), dry cleaning or steaming is safest to maintain structure. Unlined pieces are more flexible for home care.

• Wash: Cold water, normal or gentle cycle

• Dry: Lay flat or hang dry; avoid high heat

• Watch for: Wrinkles and shrinking

Synthetic Fabrics (Activewear + Blends + Lined Garments)

Polyester, nylon, and acrylic are durable and often machine washable, but they retain odors and can shed microplastics. Wash synthetics cold, inside out, and skip the fabric softener (it traps odors). Hang dry activewear if you can to retain stretch, shape, and performance long term. Delicate synthetics like chiffon or mesh benefit from mesh bags and gentle cycles.

• Wash: Cold water, regular or gentle cycle

• Dry: Air dry or low tumble

• Watch for: Odor retention and static

Delicates (Lingerie + Sheer Pieces + Embellished Items)

For intimates, lace, or anything sheer or embellished, hand wash is safest. Use lukewarm water and a gentle detergent, swirl (don’t scrub), and blot dry in a towel before laying flat. If using a machine, place items in a mesh bag and wash on cold, delicate cycle. Avoid high heat drying—it warps elastic and damages trims.

• Wash: Lukewarm water, hand wash, gentle detergent

• Dry: Air dry

Tailored Items (Suits + Blazers + Structured Dresses)

Tailored garments often contain multiple materials (outer fabric, lining, interfacing) that respond differently to water. Luckily, these pieces don’t need to be cleaned often since they’re worn layered on other garments.

Don’t try washing these pieces at home; dry clean them only when truly necessary. In between, steam to refresh and spot clean gently. Use wide hangers to maintain shoulder shape, and store in breathable garment bags to prevent dust.

Leather + Suede (Jackets + Bags + Footwear)

These natural materials shouldn’t be machine washed. Spot clean with a damp cloth, use a specialized leather cleaner when needed, and condition periodically to prevent drying or cracking. Always store away from direct sunlight and heat to avoid fading or warping.

Leather can be an almost magic material, able to “heal” or regain life even after severe damage. Don’t resign a beloved bag or pair of shoes to be discarded just because it’s stained or scuffed. Explore leather restoration content online, or take it to a professional

Rayon / Viscose / TENCEL / Lyocell (Dresses, tops)

These fabrics are less durable than cotton, linen, and polyester, so treating these garments with care will extend their lives and keep them looking great.

• Wash: Cold water, gentle cycle

• Dry: Air dry, and if possible lay flat to avoid stretching

• Watch for: Shrinkage, fabric distortion
  Tip: Treat like a delicate, especially when wet.

Store Smarter

So you’ve washed your clothes perfectly. Now, let’s store them correctly. Storage habits play a big role in garment longevity, and some simple tips will make a big difference. Here’s how to avoid unnecessary damage:

• Fold heavy knits and sweaters. Hanging stretches them out.

• Hang with purpose. Use padded or structured hangers for delicate or tailored pieces.

• Keep clothes clean before storing. Moths and mildew love body oils and food residue.

• Avoid plastic. Use breathable garment bags for long-term storage.

• Rotate seasonally. Check stored items for damage, moisture, or wear.

Small storage upgrades make a long-term difference, especially with investment pieces or vintage.

Handle Repairs Early

A missing button or loose seam doesn’t mean the end of a garment. But the longer you wait, the less likely it’ll get fixed.

Keep a basic repair kit on hand:

• Needle and thread

• Small scissors or seam ripper

• Spare buttons and snaps

• Fusible tape or fabric glue for quick patches

Learn one or two basic hand stitches (Youtube is great for this!) or find a local tailor or repair service. Maintaining what you already own is one of the most sustainable things you can do.

A Final Word:

Taking care of your clothes doesn’t have to be complicated. It just takes consistency. A few small shifts in how you wash, store, and maintain your wardrobe can stretch the life of your favorite pieces by years.

If these instructions feel complicated or overwhelming, don’t sweat it! Try incorporating these guidelines one at a time and see the difference it makes. Fabric care isn’t about perfection, but building these habits will help you get the most out of your favorite pieces.

What tips do you have? And what questions?

Maybe you’ve heard about some of these issues but you’re not sure what’s the big deal about fast fashion, or you’ve heard the term “sustainable fashion” but it sounds like an oxymoron. You’re in the right place. This primer is for you. Let’s break it down.

What Is Fast Fashion?

Fast fashion refers to the business model of producing cheap, trend-driven clothing at high speed and high volume. Think ultra-low prices, hundreds of new styles every week, and clothing designed to be worn for a season (or less) before being replaced.

Fast fashion took off in the early 2000s as brands like Zara, H&M, and later Shein and Fashion Nova built global empires by shortening production timelines and cutting costs. The goal was to give customers constant newness at rock-bottom prices.

As these brands found success, other apparel brands took notice and started shifting their production timelines as well, reducing costs and quality to stay competitive. As a result, the last few decades have seen an explosion in the quantity of clothing produced and consumed worldwide. Consumer behaviors and expectations have shifted profoundly, from treating apparel as an investment to something disposable.

This consumer shift is only possible because fast fashion is so cheap. But there’s a cost behind the price tag. Fast fashion has been linked to:

• Environmental degradation, including excessive water use, microplastic pollution, and carbon emissions from global supply chains.

• Garment worker exploitation, particularly in countries with weak labor protections.

• Waste and overconsumption, with the average person buying more clothes and keeping them for less time than ever before.

What Is Sustainable Fashion?

Sustainable fashion is a broad term, but at its core, it refers to clothing made with lower environmental impact and better labor practices. This can include:

• Materials: Using organic, recycled, or lower-impact fibers (like linen, TENCEL, or organic cotton).

• Manufacturing: Ensuring fair wages, safe working conditions, and ethical sourcing.

• Longevity: Designing clothes to be worn, repaired, and re-worn, rather than discarded.

Be careful: truly sustainable fashion is still a niche market. Many brands use terms like “eco,” “green,” or “conscious” without clear standards, a practice known as greenwashing. And sustainable new clothing can be expensive, putting it out of reach for many.

That’s where secondhand comes in.

Why Secondhand Matters

Secondhand isn’t just budget-friendly. It’s one of the most sustainable choices you can make as a consumer.

Here’s why:

1. It extends the life of clothes already in circulation.
   Every secondhand purchase keeps a garment out of landfill and delays the need for something new to be produced.

2. It reduces demand for fast fashion.
   When you buy used, you're not contributing to the cycle of overproduction that defines fast fashion.

3. It makes higher-quality clothes more accessible.
   You can often find well-made, long-lasting pieces secondhand at a fraction of their original price.

4. It’s a way to participate in sustainable fashion without buying new.
   If sustainable brands are out of your price range, secondhand lets you shop ethically without spending more.

Secondhand also creates space for style exploration. It offers a broader range of styles, eras, and materials than most retail racks, and it gives clothes a second life that might otherwise be wasted.

What About Donating or Reselling?

Secondhand systems only work if clothes are passed on responsibly. If you’re decluttering your closet, consider resale, swaps, or targeted donation for clothes in good condition.

But keep in mind: donation centers are overwhelmed. Many clothes, especially lower-quality fast fashion, end up getting downcycled or landfilled even if you donate them.

The more intentional you can be about what you buy in the first place, the more sustainable your wardrobe becomes. Treat your clothing with love and care, so when you’re ready to pass it on, it’s in a condition that someone else will appreciate.

Rethinking Personal Consumption: How We Shop Matters

If fast fashion has changed the way clothes are made, it’s also changed the way we think about them. In just a couple of decades, the norm has shifted from seasonal wardrobe updates to near-constant shopping. New drops every week. Hauls with 20+ items. A mindset that clothes are cheap, replaceable, and not really meant to last.

This isn’t accidental! It’s by design to increase profits for apparel companies. And the strategy has worked. Global clothing production has doubled since 2000, but the average number of times a garment is worn has dropped by over 30%. We buy more, wear it less, and toss it sooner.

Sustainable fashion can’t fix that just by offering better materials. It has to include a shift in how and why we consume in the first place.

That means asking:

• Do I really need this, or am I shopping out of boredom?

• Will I still want this piece in a year, or is it just impulse?

• How many times will I actually wear this, and what will I wear it with?

Secondhand plays a key role in this shift, but it’s part of a larger mindset change. It’s about slowing down, buying with purpose, and treating clothes not as throwaways, but as functional, expressive tools that deserve care and longevity.

The most sustainable wardrobe isn’t the one with the greenest tags. It’s the one that’s worn well, loved often, and built with intention.

To help, we make it easy to store all your inspiration into Beni so instead of impulse buying you can get the dopamine hit by adding it to your Beni storefront, knowing you can revisit later. When you’re ready to buy — Beni will show you the item you saved along with secondhand listings so you can make the best choice.

Have you tried this feature in the Beni App yet?

No One Shops Perfectly, But Everyone Can Shop Better

You don’t need to overhaul your closet overnight. Sustainable fashion is about awareness and agency, not guilt. Every secondhand purchase you make keeps clothes in use, reduces waste, and makes fashion more circular.

Whether you’re just starting out or already a secondhand pro, your choices matter more than you think. Start with what’s already in your closet.

This isn’t about moral superiority or aesthetic minimalism. It’s about making smarter choices in a system that often rewards speed over substance. It’s about understanding the full lifecycle of clothing, and putting yourself in a position of power as a consumer.

Maybe you like the idea of secondhand shopping but you’re not sure what all the hype is about. Or maybe you’re pretty sure this isn’t for you, but you’re still a little curious. Read on—this guide will break down the real, grounded reasons to shop secondhand, and how it can actually serve your style long-term.

1. Secondhand Offers More Value (In Every Sense)

Let’s start with the basics: price and quality.

When you shop secondhand, you’re often getting better fabric for your money. Think 100% wool instead of acrylic, silk instead of polyester, well-made denim instead of stretch-heavy blends that lose shape after a few washes.

Because resale isn’t driven by the fast fashion cycle, you're not paying for branding, marketing, overhead, or trend markup. You’re paying closer to the actual value of the item. And (sadly) because a few wear cycles is all it takes for low-quality, badly made items to become unwearable, the secondhand items you’re shopping have demonstrated their quality by standing the test of time.

The result? Better fabrics. More durable construction. Access to brands and quality that might otherwise be out of reach, especially for items like outerwear, accessories, or natural fiber staples.

So think of it this way: thrifting isn’t just about spending less. It’s about getting more for what you spend.

2. It’s Better for the Planet (By a Lot)

The environmental math here is stark.

Fashion is one of the most resource-intensive industries on the planet. Producing a single cotton t-shirt can require over 2,500 liters of water. Fast fashion brands churn out billions of garments annually, most of which are worn fewer than 10 times and discarded within a year.

Secondhand shopping directly slows that cycle, closing the loop. It keeps garments in use longer, reduces demand for new production, and diverts clothing from landfills where the vast majority of donated or discarded clothes end up.

Secondhand also helps you buy less, better. When every piece and purchase is unique, you tend to pause, consider, and choose more intentionally.

Is secondhand a perfect solution? No. But it’s one of the most accessible, immediate ways to reduce fashion’s footprint.

3. You’ll Build a More Distinct, Personal Style

One of the less-discussed upsides of shopping secondhand: it helps you get clear on your style. You can’t just follow a mannequin or an ad. In the age of Instagram and Google Shopping ads, it can feel like trends are converging and everyone around you has a similar style. Why does everyone suddenly somehow have the same bag, jacket, trousers?

Secondhand shopping can help you break out of that. You have to make decisions about silhouette, fabric, color, and fit that reflect your actual preferences.

Resale also opens up decades of design, not just this season’s trends. It’s easier to avoid the copy-paste effect of fast fashion when your options include 90s tailoring, 70s denim, and last year’s statement pieces that someone else only wore once.

And because inventory isn’t replenished weekly, secondhand shopping nudges you to focus: What am I really looking for? What do I actually wear?

If you’re in a style discovery phase or refining your look, resale is a more forgiving and more creative place to experiment.

4. You’ll Make More Thoughtful Shopping Decisions

Impulse buys don’t hit the same when you’re scrolling Poshmark or scanning a thrift rack.

When every piece is unique (and often final sale!) you’re more likely to pause and ask: Do I really want this? Will I wear it? Will it actually fit me and make me feel great? How does this fit into my closet?

This natural slowdown can lead to better wardrobe-building habits overall. You start shopping based on need, function, and long-term value, not dopamine hits or marketing pressure.

Secondhand platforms also reward research. Know your favorite brands and size ranges? You can search them directly. Understand fabric types or tailoring lines? You’ll spot quality faster. Want to take your body measurements and compare them with the garment to understand how it will actually fall on your body? Every layer of knowledge adds up to smarter purchases and fewer regrets.

5. You’re Investing in a Circular Fashion Economy

You’re not the only one exploring the world of resale. Secondhand shopping is part of a larger shift in response to systemic overproduction, supply chain opacity, and resource waste. As more shoppers turn to resale, the pressure increases for brands to address sustainability beyond the surface. When you opt out of fast fashion, you send a message.

And the apparel industry is responding. Some labels now offer resale platforms of their own, while others are experimenting with repair programs, rental, or closed-loop manufacturing. None of these solve the problem alone, but secondhand shopping helps shift demand in the right direction.

Common Objections, Answered

“But I don’t know if it will fit me.”
Start by identifying brands that already fit you well. Then search those on resale platforms like Poshmark, ThredUp, or eBay — or use Beni to search them all in one place. Filter by size, set alerts, and shop consistently. After some success, try taking your body measurements and measuring your favorite clothes to compare with listings. It gets easier with practice!

“It takes too long to find good stuff.”
True: secondhand shopping rewards patience. But with smart filters, saved searches, and a clear wish list, online resale can become highly efficient. For in-person thrifting, having a focused list saves hours and wasted money.

“What about hygiene or condition?”
Most resale platforms require items to be clean and in good shape, and user reviews help flag sellers who don’t meet standards. Check out the platform buyer protections; you should be able to get your purchase refunded if the item doesn’t meet the description of the seller. For peace of mind, wash everything after purchasing and avoid synthetic-heavy items if you're concerned about odor retention.

Final Word: It’s Not About Perfect. It’s About Better.

You don’t have to buy everything secondhand to make it count. Even replacing 25% of your new purchases with pre-loved ones can reduce waste, stretch your budget, and elevate your wardrobe quality.

The point isn’t purity. It’s alignment. When your values, your style, and your spending all move in the same direction, the closet that results feels better—because it is better.

If you're looking to shop with more intention, build a wardrobe you love, and participate in a fashion system that respects people and planet, secondhand isn’t just an alternative. It’s the smarter starting point.

Ready to try it out? Join our 30 Day Secondhand September Challenge!

We will be sharing tips and tricks all month long and would love for you to join in the fun!

In a world obsessed with optimizing everything—from your grocery list to your hinge profile—it’s tempting to think that AI could just “solve” fashion. Plug in your preferences, your budget, your body type... boom. Wardrobe, complete.

But fashion isn’t a spreadsheet. It’s not a problem to solve—it’s a story to tell.

And that’s why GPTs (and other AI search tools) fall short. They’re built to filter by function. Not to spark emotion.

Let’s break it down using a little quadrant magic (because don’t we all miss high school math). Let’s put ‘Cheap’ to ‘expensive’ on the Y-axis and ‘selling function’ vs. ‘selling emotion’ on the X-axis. Shoutout to Curious Commerce who initially introduced this concept and whose post ‘Can AI be my personal stylist?’ really influenced my thinking here. Definitely worth the read!

In one corner, we’ve got cheap and functional—think Amazon Basics, Costco socks, the kind of stuff you buy while reordering toothpaste. This is automation at its peak. It’s not stylish, it’s not emotional. It’s efficient. Agents are going to take over this space and I’m here for it.

Then there’s cheap and emotional—this is the domain of fast fashion. TikTok trends. Zara hauls. Shein’s 42 tabs open. It’s driven by attention, FOMO, and instant gratification. Feels good for five minutes. Leaves you with the fashion equivalent of a sugar crash.

Next up, expensive and functional. Think bridesmaid dresses, hiking boots, performance gear you research for hours. This is “solve-the-equation” territory. You outsource it to ChatGPT or Google Shopping and pray for a good return policy.

But the top right corner? That’s where the magic lives.

Expensive and emotional.
This is where great brands win. Not because they’re the cheapest. Not because they “solve” your needs. But because they invite you into a world. They make you feel seen, stylish, and smart. They build connection—and that’s what keeps you coming back.

Brands like Bandit Running are doing this masterfully. On paper, they sell performance wear. But in practice, they’re selling identity. Community. Belonging. Their gear signals a mindset, not just a mile pace—and their brand is laced with storytelling, aspiration, and cultural context. You don’t buy Bandit just to run—you buy it to be part of something.

On the luxury end, take The Row. They’ve built an empire not on logos or loud design, but on quiet confidence and whisper-level aspiration. Their pieces are eye-wateringly expensive—and still, people covet them. Because The Row isn’t selling cashmere. They’re selling a lifestyle: restraint, elegance, timelessness. It’s the fashion version of a deep breath. GPTs can’t parse that.

If you’re a brand, this should sound alarm bells. Because the tools that are rising to dominate discovery—AI search, sponsored content, functional queries—are pointing shoppers toward the bottom-left of this map. Efficient. Low-margin. Emotionless.

And that’s not a game most brands can win.

The opportunity? Build for the top right. Build emotional connection. Build trust. Build curation.

That’s where Beni comes in.
We’re not building an AI that tells you what to buy.
We’re building an AI that helps you discover what feels right—for your style, your values, your life.

We clean up the chaos of resale, yes. But more than that, we aim to reintroduce feeling into search. Because we believe the future of fashion needs more connection, not just more options.

In a world where everyone’s optimizing for clicks, we’re optimizing for curiosity. For taste. For trust.

GPTs are the new search engines—but they’re not stylists. They can recommend five brands under $100. But they can’t tell you which one will make you feel like a million bucks. And they definitely can’t tell you which piece you’ll still be reaching for in five years.

Because style is a feeling. Not a filter.

What do you think? Let me know in the comments!

Meanwhile, secondhand is quietly stealing the show—and not just because it’s cheaper or more sustainable. It's because you never know what you’re going to find.

That uncertainty? That little jolt of “what if?” every time you refresh a page or walk into a resale shop? That’s what makes secondhand feel like a game—and it’s why it keeps winning.

We’ve come to associate secondhand with values like affordability, sustainability, or circularity. But there’s another force powering its rise: novelty. Not manufactured trend drops or artificial scarcity, but real-time inventory rotation. New (to you) pieces every day. Constant change. A story waiting to be uncovered. In a world where sameness is the default, resale keeps us curious.

Let’s zoom out for a second. Behavioral economists and UX experts call this “variable reward.” The same mechanic that makes you refresh Instagram or keep checking email. The outcome isn’t guaranteed—but when the payoff hits, it feels big.

Secondhand taps into this in a beautifully human way. It’s shopping as surprise, not obligation. The thrill of the find isn’t just about price—it’s about identity. You didn’t just buy a blazer. You found it. It found you.

And the best part? This emotional stickiness doesn’t require 12 new product drops a year or a warehouse full of inventory. It just requires giving people a reason to explore.

Brands—especially those feeling the fatigue of DTC sameness—could take a note from the resale playbook. Stop trying to out-algorithm fast fashion. Instead, focus on discovery. Give people a reason to look again. Maybe that’s a limited run of archive styles. Maybe it’s a collab that drops without warning. Maybe it’s tapping into resale itself (more on that in a moment).

The point is: don’t underestimate the power of surprise. Predictability might drive conversion, but it doesn’t build love.

So what does this mean for brands—and for shoppers?

For brands: Resale isn’t just a clearance channel or sustainability side quest. It’s a retention strategy. It builds loyalty through engagement, not repetition. Stores like Crossroads or The RealReal see consistent foot traffic because the inventory constantly changes. There’s always something new to discover—even if it’s not new-new.

In other words, secondhand doesn’t just stretch your budget. It stretches the life of your brand story.

At Beni, we’re helping unlock that magic. We've built the AI layer that turns messy resale data into something actually shoppable. Think: searching by style, by image, by vibe—not just by SKU. We connect millions of listings across marketplaces and make it easy to find the things that feel like you. It's the first time secondhand feels as seamless and satisfying as shopping new.

For shoppers: This isn’t about becoming a thrift-flipper or living in Depop DMs. It’s about leaning into a more joyful, more intentional way to build a wardrobe you love. One that invites you to play. Because style should spark something. And a little mystery makes getting dressed feel like a small adventure.

Resale already has what most brands are desperate to build: community, conversation, emotional connection. It’s not transactional—it’s relational. And thanks to the infrastructure we’re building at Beni, it’s finally becoming accessible at scale.

We believe the future of fashion isn’t just less waste—it’s more wonder. And the brands that learn to surprise us, to delight us, to keep us coming back? They’re the ones who’ll win.

Comment below:

• What brands are doing this the best right now?

• Who is delivering a delightful experience?

• What stores do you frequent the most?

Since then, we've expanded our vision to help people shop more intentionally. While resale remains central—because it's the best way to find quality pieces within any budget—we know secondhand alone can't solve fashion’s issues. That’s why we've built a shopping platform to encourage thoughtful, intentional buying.

Let’s dive into what's new:

The Browser Extension: Your Shopping Sidekick

Our OG tool got a facelift and some exciting new features:

Toggle between "same brand" and "same style" results: Whether you're brand-loyal or just after a vibe, you can easily compare relevant options.

Follow brands to automatically add them to your Beni profile so you can easily shop all of the latest pre-loved listings from that brand in one place.

Toggle the Beni tab on and off: We heard you—now you can control its visibility from your settings.

Quick-save items: Just browsing? Easily bookmark products into your wishlist by hovering over the Beni tab and clicking the bookmark icon. We have millions of new listings added to our database each week so saving an item increases the chances that we can find you a resale match.

Shopbeni.com - Think ‘Spotify for Style’

Think of shopbeni.com as your personal style hub, bringing your saves and followed brands together in one organized place.

Your secondhand search engine: If you have something in mind already, search the world of resale in one place to find it.

Keep track of all your retail saves and followed brands. You can create specific collections to stay organized or simply search within just your saved items.

Shop by brand: Find pre-loved listings from your favorite brands in one convenient place. Filter by “just listed” or “new with tags.”

Personalized recommendations: The more you interact, the better Beni understands your style. Like Spotify, your discover tab becomes a daily drop of fresh brands and listings tailored just for you.

Explore new brands: Break free from repetitive algorithms with brand recommendations designed to spark new style inspiration.

And just because I wish I had this when I got married….something specifically for the brides. The Beni Bridal page showcases top searches and favorite brands from other brides so you can find the best deals all in one place. Bridal resale is a gold mine of deals because most people wear their dresses for 3 hours (if that) before trying to sell. If you’re getting married or know someone who is, send this their way immediately!

The Beni App: Functionality of ShopBeni + Image Search

iOS users—upgrade your shopping experience when you’re on the go with our app:

Enhanced image search: Upload a photo or screenshot, or snap a live picture to instantly find resale matches in your size.

Quick-save on mobile: Easily save items directly into your profile with your phone's share feature. When you’re on a product page on Chrome or Safari, click the share button as if you were texting the link to a friend and send it to Beni instead.

Keep your finds and collections organized in one easy place. Come back to check secondhand listings for those items before you buy.

Android users, keep using shopbeni.com for a great mobile experience. Adding support is on our roadmap!

So, what do we think? Try it out this week and let me know your thoughts in the comments or drop me a direct line at kate@joinbeni.com.

Cheers,

Kate

Fashion should be about self-expression.
But it feels like an algorithmic loop, pushing us to buy more, scroll more, regret more.
Impulse replaces intention. Trends replace taste.

And the industry? It’s designed to keep it this way.
To keep us clicking, keep us consuming, keep us chasing the next thing before we’ve even worn the last.

But what if shopping wasn’t about more?
What if it was about better?

We believe style isn’t something you buy—it’s something you build.
And it starts with choosing wisely.

Beni isn’t here to sell you more stuff.
We’re here to help you find what’s worth it.
The timeless pieces. The hidden gems.
The ones that fill your life—not just your cart.

We help you save, search, and shop smarter.
Not for the algorithm. Not for the ads. For you.

Because when you shop with intention, you buy things you love.
When you shop with patience, you find the best deal.

Fewer impulse buys. More iconic finds.
Less waste. More style.

This is what we’re building at Beni.

So, if you’re…

• Standing in front of a full closet thinking, “I have nothing to wear” (again)...

• Trying to be sustainable but somehow still panic-buying from Zara at midnight...

• Done wasting money on “meh” pieces that looked better in the cart than in real life...

• Too busy to scroll 800 tabs or dig through resale racks just to find one gem...

• Craving a closet that actually reflects your style—not just the last 5 targeted ads...

• Dreaming of getting dressed in the morning without the existential crisis...

We’re building Beni for you.

And our vision is bold. We don’t just want to improve shopping, we want to reimagine it entirely. Behind the scenes, our team has been quietly building a future where resale is part of the story from day one, small designers are supported, and getting dressed feels joyful, not stressful.

Because we all get dressed every day. And when your closet is full of pieces you love, that fit well and serve your life, style becomes effortless. That’s the future we’re creating: one where fashion is intentional, circular, and actually makes you feel good.

Starting next week, we’ll be rolling out new features, smarter tools, and fresh ways to help you shop with intention — and we want your thoughts. Look out for those posts and if our mission resonates with you, we’d love your help to spread the word!

See you next week,

-Kate

Co-Founder & CEO, Beni

When we started Beni, the idea was simple: make secondhand shopping easier. We built tools to help people search across resale sites faster, shop smarter, and hopefully waste less. And in a lot of ways, we’ve done that. (Check out our iOS app and browser extension if you haven’t already).

But here’s the truth: if we keep clicking add to cart—even if it’s preloved, even if it’s “sustainable”—without asking why we’re buying in the first place, we’re not actually changing the system. We’re just dressing it up in thrifted denim and calling it progress.

This past year, since stepping into the role of CEO, I’ve been asking some big, slightly uncomfortable questions: What problem are we really solving? What does a less wasteful, more stylish life actually look like? And why is it so hard to figure out what’s worth keeping—in our closets, in our carts, in our lives?

That’s where this newsletter comes in. Less Waste, More Style is our next chapter—a weekly(ish) space where we zoom out from just “shopping secondhand” and dig into a deeper mindset shift. It’s about resisting the impulse to buy just to scratch an itch. It’s about refining our personal style so we can stop impulse-purchasing clothes that look great on someone else’s Pinterest board but never quite work IRL.

I’ll be honest: I’m still in this process myself.

Case in point: I’m moving to New York (yes! Beni has some exciting things in the works that I can’t wait to share soon), and I used the move as an excuse to finally tackle my closet. Five ThredUp bags later, I had a realization: I have been slowly drowning in Madewell. No offense to them—it’s been a reliable standby—but at 33, working in fashion tech and trying to step into a more intentional version of myself, I realized my wardrobe was stuck in a past season of my life.

The problem wasn’t that I didn’t have enough. The problem was that I kept buying things that weren’t actually me.

And honestly? Figuring out what is me is still very much a work in progress. I don’t have a bottomless budget or infinite time, and I certainly don’t have it all figured out. But I’m learning that great style doesn’t come from buying more—it comes from knowing yourself better.

So this newsletter isn’t about perfection, or even minimalism. It’s about finding your way back to your own taste. It’s about making style feel less overwhelming and more aligned. We’ll talk frameworks from stylists we love, closet experiments, high-low investments, and yes—plenty of secondhand wins. But above all, this is about doing things differently.

Let’s stop chasing the next thing and start building something that lasts.

I’m so glad you’re here. Let’s find what’s worth it—together.

xx,
Kate
CEO, Beni

We’re living in a moment of whiplash-fast change. AI is reshaping the way we shop, search, and style ourselves. Everything is getting faster, easier, more personalized—and also, let’s be honest, more overwhelming. That’s why we’re taking a pause to ask: what do you actually need?

We just launched a big survey to better understand how people are shopping right now—what’s working, what’s frustrating, and where the real pain points are. Whether you shop secondhand daily or you’re just curious about doing things differently, we’d love to hear from you.

👉 Take the survey here — it takes 10-15 minutes and will require a bit of honest reflection but your answers will help shape the future of Beni and I am deeply grateful for your thoughts.

Despite the snowstorm the day before, the turnout was awesome—from local influencers to investors to some of our most engaged Beni and RealReal users.

One of the best parts? Sharing how Beni + The RealReal work together to make secondhand shopping easier than ever.

A huge thank you to The RealReal team for joining our panel discussion and highlighting what makes them such a great resale partner—from expert authentication to an ever-rotating luxury inventory to a seamless consignment experience.

And of course, we had to put everyone’s authentication skills to the test with our Real or Faux raffle. Let’s just say the audible gasp when the answer was revealed proved that spotting fakes isn’t as easy as it looks!

At Beni, we believe resale is more than just a transaction—it’s a movement. Meeting our community in person is a reminder of how far resale has come and how much further we can go together.

We can’t wait to host more events like this. Stay tuned for what’s next! 💕

Want more Beni news and updates? Make sure you’re subscribed and follow us on our journey as we build the future of fashion.

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Community Spotlight: Commons

Who they are: A platform for sustainable living, education, and climate action.

What they do: Commons is an ecosystem of tools designed to make sustainable choices easier and more accessible. Through their resources and interactive community challenges, they provide education, connection, and incentives to help people take meaningful climate action.

Why we’re talking about them: We know the pull of fast fashion is real. The ultra-low prices, the ever-changing trends—it’s tempting. But we also know that the cheap thrill fades fast (sometimes after just three wears). That’s why we’ve teamed up with Commons this February to help you break up with fast fashion for good.

Join our challenge, and you’ll be rewarded for NOT buying fast fashion. And if you do need to shop, you’ll earn extra rewards when you choose secondhand (preferably with Beni 😏) or shop from a sustainable brand.

Why we do what we do (Reason #159)

We LOVE seeing mentions of Beni in the wild. Shoutout @jen.sattler for sharing Beni on your story 🫶.

Coming up with Beni

• We’re building something new for brides 👀 - Learn more and sign up for our launch here (the first 500 brides to use our product will be entered to win their dream bridal outfits worth up to $500!).

But let’s be honest: with those low prices comes low quality, and the items you buy likely won’t see the light of day past the third wear (we won’t dive into just how bad this is for the environment...).

So, this February, we’ve teamed up with Commons to encourage you to break up with fast fashion and hopefully rid yourself of that toxic relationship for good.

And to help you through the breakup, we’re making it worth your while.

When you join the challenge, you’ll be rewarded for not buying any fast fashion. And if you do need to buy something, you’ll earn extra rewards when you buy it secondhand (preferably with Beni 😏) or from a sustainable brand.

Ready to commit? Join the challenge!

Want more Beni news and updates? Make sure you’re subscribed and follow us on our journey as we build the future of fashion.

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Community Spotlight: The RealReal

Who they are: A luxury resale marketplace (and Beni partner!).

What they do: The RealReal is the go-to destination for authenticated, high-end pre-loved fashion. From designer handbags to fine jewelry, they make luxury resale seamless by handling authentication, pricing, and shipping for sellers—while giving buyers access to premium pieces at a fraction of the price.

Why we’re talking about them: We’re teaming up with The RealReal in Chicago for the ultimate Galentine’s Day resale therapy session—because your clothes deserve a second chance, not your ex! Beni users can browse pre-loved designer pieces, consign luxury items, and score exclusive perks (we’re talking up to $300 in RealReal credit!). You can learn more and RSVP here!

p.s. We’re wrapping up the day with an exclusive Galentine’s happy hour—a private event to mix, mingle, and shop The RealReal after hours! Want in? Join the waitlist: https://forms.gle/MZ7gqtpyrzEobMFx8.

Why we do what we do (Reason #158)

We don’t often get the chance to be together in person as a team, but when we do, it’s always energizing and inspiring. Our recent offsite in Mill Valley left us feeling recharged and more excited than ever to keep building Beni.

Coming up with Beni

• February 8 - Kate's headed to NYC to speak on a panel at EDGE NYFW alongside other industry leaders from Poshmark, Rent the Runway, ThredUp, and more! Standard tickets are sold out, but a few Founders, Brands and Investors tickets remain! Get yours today!

• February 13 - Kate and Catherine will be at our Galentine’s Day event and happy hour at The RealReal Chicago! ICYMI above, you can RSVP here.

But before we get into what’s coming up, let’s take a moment to look back and celebrate some of the big wins from 2024.

Making Secondhand Shopping Smarter 💻

This past year, we rolled out tons of product updates, but the highlight was the launch of checkbeni.com! This game-changing update let anyone explore Beni’s resale results without needing to download the app or extension. The best part? It made sharing secondhand finds easier than ever—especially through the Resale Registry.

If you enjoyed using Beni in 2024, it'd mean the world to us if you left a review in the Chrome Web Store or App Store! 💚

From 10K to 50K Followers 🎉

At our offsite in Joshua Tree last January, we celebrated hitting 10K Instagram followers. Scaling that to 50K by the end of the year (a 400% increase!) felt ambitious—especially when the average annual growth rate is just 30-60%, according to Hootsuite. But by pairing an iterative content strategy with our new product updates, we grew steadily throughout the year!

Want to help us hit 250K in 2025? Join our content team—apply now!

Shoutouts from Big Outlets 🗞️

Beni hit the spotlight in some big ways last year. Nothing beat opening up our “How Did You Hear About Us?” survey and seeing responses pointing to surprise features fromYour Rich BFF, Tanks Good News, Good Morning America, and more! Plus, we had the chance to sit down and share our insights with a number of outlets, including Bloomberg, ABC, Fox, etc.

If you or someone you know works in media, we’d love to get in touch!

Building and fostering community 🫶

We're incredibly grateful for the relationships we built last year 🥹.

From launching the Beni Resale Collective to hosting events at NY Tech Week, Poshfest, Harvard Business School (to name a few) to joining forces with leaders and podcast hosts across the sustainable fashion space (check out the episodes here!), it’s been amazing to see our resale community grow. And, we’re just getting started...

Want to be more involved in 2025? Take ~2 mins to fill out this interest form to join the Beni Resale Collective!

OR, let us know if you want to chat on a podcast or co-host an event!

Want more Beni news and updates? Make sure you’re subscribed and follow us on our journey as we build the future of fashion.

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Beni’s Thrift Tips & Tricks

The Resale Registry may have wrapped up with the holiday season, but you can still keep track of your favorite finds using Collections!

Here’s how it works:

1. Shop using the Beni extension or iOS app.

2. Save an item by clicking the bookmark icon.

3. Organize your saves into an existing collection or create a new one.

4. Share or revisit your collections anytime, right from the extension or app!

Stay organized, inspired, and ready to shop secondhand all year long. 🌟

Why we do what we do (Reason #157)

We LOVED seeing how excited everyone was to receive their pre-loved giveaway gifts! Guess we’ll have to do something even bigger next year…

Coming up with Beni

• January 3, 2025 - Kate’s getting married in New Zealand! 🍾

The holidays are officially here, and before we close out the year, we want to take a moment to thank you for everything you’ve given us in 2024—your time, support, and belief in what we’re building. None of this would be possible without you.

Now, as we look toward 2025, we want to hear from you.

This past year, we’ve worked hard to make secondhand shopping smarter, smoother, and more joyful—but your feedback is what helps us keep improving. What’s working like a charm? What could use a little extra sparkle? What features are on your wishlist?

At Beni, we say compliments are cool, but feedback? That’s pure gold. ✨

Take a minute to share your thoughts in this quick survey (it takes ~3 mins). Your input will help us level up and make Beni even better in the new year.

And, if you really want to make our year, we’d love it if you left us a review in the Chrome Web Store or App Store. Every review helps us grow and spread the joy of secondhand shopping.

We’ll be back in January with exciting updates, but until then, we’re wishing you a holiday season full of joy, rest, and maybe a thrifted gift (or two). 🎁

With gratitude,

The Beni Team 💚

Want more Beni news and updates? Make sure you’re subscribed and follow us on our journey as we build the future of fashion.

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Beni’s Thrift Tips & Tricks

Today might be the final call for on-time holiday shipping, but there’s still plenty of time to snag some pre-loved treasures for yourself! 🎁 Check out these Poshmark gift guides and treat yourself to something special to kick off the new year in style. ✨

Why we do what we do (Reason #156)

Our Resale Registry was picked up by Bloomberg! Check out the full article here.

BTS with Beni

Annnnd that’s a wrap on our 10 days of giveaways! Thanks to everyone who participated (and congrats to the 20 winners!).

You can still enter for the chance to win the $2,500 grand prize until 12pm CT tomorrow. Check out this post to learn more! Good luck! 🎁⁠💫⁠

But we knew it’d take more than just asking people to jump in.

So, we rolled out a plan—combining product education, exciting giveaways, and the power of community—to get you excited about curating and sharing secondhand treasures.

And guess what? You showed up.

Your enthusiasm didn’t just make the Resale Registry a success—it gave us the momentum to take things to the next level (literally if you saw this Reel 👀).

Enter: 10 Days of Giveaways! 🎉

This week, we kicked off 10 days of celebrating YOU—our amazing resale-loving community—with daily chances to win pre-loved gifts from your Resale Registries.

These giveaways wouldn’t be possible without the energy and passion you’ve brought to Beni this holiday season. It’s our way of saying thank you for being part of this movement and proving that thrifted gifts can be even more exciting (and thoughtful!) than brand-new ones.

So, thank you for helping us redefine gifting this holiday season. Here’s to making thrifted gifts as mainstream as ugly Christmas sweaters and eggnog!

Want more Beni news and updates? Make sure you’re subscribed and follow us on our journey as we build the future of fashion.

Subscribe now

Beni’s Thrift Tips & Tricks

Haven’t joined in on the 10 Days of Giveaways fun yet? Don’t worry—we’re gifting items off of Resale Registries through 12/19!

Here’s how to participate:

1. Create a wishlist of your pre-loved wants using the Resale Registry.

2. Share a screenshot of your Resale Registry to your Instagram story, tagging @join_beni.*

3. Take ~1 minute to fill out this form with your mailing info.

*No Instagram? No problem! You can also enter by leaving a review in the Chrome Web Store or App Store. Just mention it in the additional details section of the form above 🤗.

Community Spotlight: Kabir Shah

Who he is: The founder of Apparel Innovative and host of TechCouture: Innovators in Fashion podcast.

What he does: Kabir has spent the past three years building Apparel Innovative into a hub for insights on sustainable fashion and technology. Most recently, he launched TechCouture: Innovators in Fashion, a podcast that spotlights the entrepreneurs, designers, and startups leading the charge in sustainable innovation.

Why we’re talking about him: We recently sat down with him to chat about Beni’s role in the sustainable fashion space. In the episode, Catherine discusses our early beginnings, navigating sustainability marketing, and what community members should get excited about over the next year. Check it out on Spotify, or read about it here!

Why we do what we do (Reason #155)

We took to the streets to ask people if they’d be excited to receive a thrifted gift, and got some great responses — the one at the end wasn’t what we were hoping to hear, but it’s pretty priceless 😂. Check out the video on our TikTok!

Coming up with Beni

• Nov. 16 - Dec. 20 - We’re giving away $5000 in pre-loved gifts this holiday season! Check out this post to learn more and enter! Good luck! 🎁⁠💫⁠

Too busy tackling Thanksgiving leftovers? (No judgment—we’re all about minimizing waste!) Don’t worry—there are still plenty of ways to join the holiday fun.

Read on to discover how you can “win” with Poshmark this season.

🎁 Gift Guides Galore

From rare gems and one-of-a-kind treasures to understated pieces that exude quiet elegance, Poshmark’s curated gift guides are packed with pre-loved inspiration.

Think flowing silhouettes, earthy accessories, and timeless classics—all perfect for gifting sustainably and stylishly this season. Whether you’re shopping for a trendsetter, a minimalist, or the one who has everything, there’s something for everyone.

Head to the Beni iOS app or checkbeni.com to explore Poshmark’s gift guides now!

🎉 7 Days of Giveaways

The holiday cheer is in full swing with Poshmark’s 7 Days of Giveaways! And here’s some insider scoop: a joint Beni x Poshmark giveaway is just around the corner!

Keep an eye out on Instagram for details—it’s another chance to snag your favorite pre-loved wishlist items and treat yourself (or someone else) this season.

💰 Make the Most of the “In-between Days”

Between Christmas and New Year’s, there’s a magical pocket of time we like to call the “in-between days.” Why not put them to good use?

List those unworn pieces or unused items on Poshmark and turn your clutter into cash for 2025. It’s the perfect way to start the new year feeling organized and financially ahead. You can learn more here!

Here’s to a secondhand season filled with style, savings, and sustainability!

Want more Beni news and updates? Make sure you’re subscribed and follow us on our journey as we build the future of fashion.

Subscribe now

Beni’s Thrift Tips & Tricks

If you haven’t updated the Beni iOS app in a bit, now’s a great time to do so. You’ll be able to browse all those Poshmark gift guides we mentioned and save items directly to your Resale Registry to share with friends and family!

Note: if you don’t have an iPhone, you can access these guides on checkbeni.com — you just won’t be able to save items to your Resale Registry.

Community Spotlight: Victoria Smith

Who she is: The host of Fashion and Founders: The Podcast.

What she does: She highlights founders and innovators who are shaping the future of fashion. On her podcast, she dives into everything from fashion tech and circularity to entrepreneurship and exciting new opportunities in the industry.

With guests from brands like Depop, By Rotation, and Fashion Revolution, Victoria keeps the conversations fresh and inspiring. She covers it all—rental, resale, biomaterials, and sustainability—giving listeners a front-row seat to the people driving a more innovative and conscious fashion world.

Why we’re talking about her: We recently sat down with her to talk all things resale on her podcast! In the episode, Kate shares insights from moderating a panel at Harvard Business School’s Retail and Luxury Goods Club, covering topics like AI in fashion, consumer discovery, and the future of search. Tune in on Apple or Spotify to hear the full conversation!

Why we do what we do (Reason #154)

We love seeing everyone request pre-loved gifts with the Resale Registry!

Coming up with Beni

• Nov. 16 - Dec. 20 - We’re giving away $5000 in pre-loved gifts this holiday season! Check out this post to learn more and enter! Good luck! 🎁⁠💫⁠

Today is all about gratitude (and maybe a little too much pie 🥧), and I can’t help but reflect on how thankful I am for each and every one of you. When we started Beni three years ago, we had a simple but bold vision: to make secondhand shopping effortless, joyful, and impactful.

Because of YOU, that vision is no longer just a dream—it’s a movement.

As the holiday season begins, I’m so inspired by how this community sets a different kind of example. You’re choosing thoughtful over impulsive, sustainable over disposable, and proving that secondhand shopping isn’t just a trend—it’s a way to create a better future.

Your support, whether through using Beni, spreading the word, or cheering us on, is what makes all of this possible. Together, we’re showing that small, intentional choices truly add up to something extraordinary.

From all of us at Beni, thank you for being part of this journey. Your belief in what we’re building means the world. Wishing you a Thanksgiving filled with love, laughter, and an extra serving of something sweet 💚.

With endless gratitude,
The Beni Team

Want more Beni news and updates? Make sure you’re subscribed and follow us on our journey as we build the future of fashion.

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Community Spotlight: Poshmark

Who they are: A leading fashion resale marketplace.

What they do: Poshmark makes buying and selling fashion fun and social. It’s a marketplace where you can shop, clean out your closet, and connect with a community that loves secondhand style as much as you do.

Why we’re talking about them: They’re gearing up for their third annual Secondhand Sunday. As the alternative to Black Friday and Cyber Monday, Secondhand Sunday is all about slowing down, shopping more intentionally, and embracing the power of pre-loved items. It’s a chance to support small, independent sellers, find one-of-a-kind treasures, and reduce waste—all while giving a little extra love to the earth 🌎💚.

Why we do what we do (Reason #153)

We launched the Beni Resale Collective about a month ago as a way to connect more directly with our users, and it’s already grown into a powerful community of resale lovers helping us shape the future of fashion.

If you’d like to get involved, you can fill out the ~2-min interest form here!

Coming up with Beni

• Nov. 16 - Dec. 20 - We’re giving away $5000 in pre-loved gifts all holiday season! Check out this post to learn more and enter! Good luck! 🎁⁠💫⁠