In a modern economy defined by sustainability and digital innovation, these brothers set out to make thrift cool and rewrote the playbook on resale. What began as a passion project flipping vintage finds in their college dorm has exploded into a $250 million enterprise that’s revolutionizing how the world views secondhand shopping. By blending cultural trends, cutting-edge technology, and keen business acumen, they’ve built a resale unicorn spotlighting both profit and purpose.
How These Brothers Set Out to Make Thrift Cool—and Succeeded
Long before sustainability became a buzzword, thrift stores conjured images of musty racks and outdated apparel. That stigma faded dramatically when Julian and Marco Rivera, the sibling duo in focus, recognized a market gap. While other college students searched for odd jobs, the brothers scoured estate sales and neighborhood thrift spots for gems.
Their inspiration came from fashion-forward peers and the viral explosion of vintage hauls on social media. Instead of hiding their finds, Julian and Marco began posting curated looks and sharing styling tips online. Their collective audience grew from hundreds to millions, signaling a broader cultural appetite for fun, affordable, and eco-conscious fashion.
Turning a Grassroots Hustle into a $250 Million Resale Powerhouse
What set the Rivera brothers apart was not just style, but scale. Armed with data-driven insights from their social channels, they engineered a user-friendly platform designed for Gen Z and Millennial tastes. Launched in 2019, their platform, LoopThrift, focused on ease of listing, rapid shipping, and a frictionless mobile experience—quickly attracting influencers and loyal resellers.
They reimagined the thrift experience, hosting pop-up thrift markets and collaborating with high-profile creators. The company’s commitment to transparent environmental practices, such as carbon-neutral shipping and recycled packaging, struck a chord with climate-conscious shoppers. Their emphasis on authenticity—verifying every high-value item—sparked trust in their burgeoning community.
From Funding Rounds to Unicorn Status: The Startup Journey
As numbers grew, so did outside interest. Early seed rounds brought in a few hundred thousand dollars from angel investors who loved the founders’ scrappy ethos. But it was the $35 million Series A, led by global venture powerhouse NextStage Capital, that transformed operations. LoopThrift unleashed AI-powered pricing, smarter search engines, and personalized recommendations—features that scaled them toward explosive growth.
By 2022, the company was a staple on “fastest growing startup” lists. Celebrities co-signed their mission, while mainstream retailers considered partnerships rather than competition. In late 2024, a surprise acquisition offer valued at $250 million cemented their status among the rare breed of resale unicorns.
Changing Resale Culture and Consumer Mindsets
The Impact of Making Thrift Cool
The Rivera brothers’ approach did more than grow revenue—it shifted social attitudes around secondhand goods. Shopping thrift, once a necessity or quirky hobby, became aspirational. Their sustainable messaging resonated with an audience eager to curb fashion’s environmental toll; LoopThrift users reported increased pride in purchases, citing eco benefits and distinctive style.
This groundswell inspired mainstream brands to rethink supply chains and resale programs, mirroring LoopThrift’s model. According to a recent industry report, resale as a category now outpaces fast fashion growth by double digits, with LoopThrift setting industry benchmarks in trust, usability, and community engagement.
What’s Next for the Brothers Who Made Thrift Cool?
Fresh off their $250 million milestone, the Rivera brothers are focused on expanding service to new international markets and experimenting with AI-powered virtual fitting rooms. They continue to champion ethical business, fair compensation for sellers, and technology that brings character and convenience to every transaction.
As circular fashion gains momentum, more eyes are watching how these innovators progress. Their journey—from humble thrift flips to industry-defining unicorn—demonstrates the power of authenticity, tech-forward thinking, and commitment to planet-positive progress. And perhaps, most importantly, it proves that making thrift cool is good business—for founders, consumers, and the future alike.
