Commerce pivot story / founded 2011
Depop pivot story
A fashion-magazine community became Gen Z thrift-core commerce.
Fashion zine -> thrift marketplace
Before
A social app concept connected to PIG, a fashion and culture magazine.
to
After
A social resale marketplace for secondhand fashion.
The pivot story
The community energy around style, taste, and self-promotion became more valuable as a marketplace where users could sell their own closets.
Why it worked
It made resale feel social, expressive, and trend-native instead of just transactional.
Known for
Social secondhand fashion
More company pivots