It’s All About Thrifting—A Clothing Recommerce Pioneer Powers the Next Generation of Retail.

A journalist’s social media post features a photograph of her Gen Z daughter’s feet clad in black biker boots, the leather creased and heels scuffed. The accompanying caption: “So it turns out there was a reason that I kept and tended to my original Frye harness boots all these years even though I haven’t worn them in forever. My daughter feels like she just struck gold. #momsvintagecloset.”‍

It’s a sentiment familiar to Andy Ruben, founder and executive chairman of Trove, a recommerce company enabling apparel brands to buy back and resell their own products. “Anyone who knows a 19-year-old, a 24-year-old—you ask where they want to go shopping, it's always thrifting,” he says.