Many consumers are opting for second-hand fashion rather than buy new to save money, resources and the need for factories with dire conditions for workers. The 'Second Choice' thrift stores is a brand that helps these individuals out by offering them a retail environment that offers higher end goods to shoppers.
The branding identity for 'Second Choice' was created by the Noeeko Studio and consists of a randomized style aesthetic that reflects the ever-changing nature of the store. With second-hand fashions constantly coming in and going out, the branding for the retail store focuses on simplicity and stays away from fixed pricing and product photography.
The 'Second Choice' store is located in Warsaw, Poland and is setting the tone for second-hand clothing to be a suitable choice even for those interested in the latest fashions.