Vinted, Europe’s leading online second hand fashion marketplace, is making a strategic push into the U.S., starting with a targeted call to action for New Yorkers to cash in on their unworn clothes. Backed by fresh research, the platform is positioning itself as the easiest way to free up space, make money, and embrace second-hand as a first choice.
New Yorkers are sitting on hundreds of dollars in unworn clothes
According to new research conducted by Vinted and GWI in January 2026, more than half of New Yorkers (55%) say they do not have enough closet space, a figure that is 32% higher than the national average. At the same time, one in five New Yorkers (21%) is sitting on over $500 worth of unworn clothing, roughly the cost of a week’s rent in NYC.
Among younger New Yorkers aged 25 to 34, 70% own at least three items they have never worn, with the tags still attached. Across the wider U.S., 50% of Americans wear half their closet or less, while 42% do not realize their old clothes have resale value, and 50% say closet clutter stresses them out.
How Vinted turns “dead” wardrobe space into value
Vinted operates a consumer to consumer marketplace where people buy and sell second hand fashion and more directly to each other. Sellers can list items with no selling fees, meaning they keep every dollar they earn, while buyers gain access to a broad range of styles at accessible price points, from everyday basics to more premium pieces.
Already used by millions across Europe, Vinted is offering people in the U.S. a simple way to unlock value from clothes they already own. Whether items no longer fit, were bought on a trend whim, or were saved “for later” and never worn, the platform gives garments a second life instead of letting them gather dust at the back of the wardrobe.
“Second hand first” mission comes to the US
Adam Jay, Vinted Marketplace CEO, said, “We’re on a mission to make second-hand the first choice, because we know there’s huge value in what’s sitting at the bottom of closets across the country”. He explained that in Europe, Vinted has spent years helping people make money from unwanted items and save by buying second hand instead of new, and now wants to unlock that same opportunity in the U.S..
The research, he noted, shows a real chance for Americans to “release their wardrobe” and discover the financial and emotional benefits of shopping second hand. To visually bring this message to life, Vinted has also collaborated with artist Ian Padgham on a CGI visual illustrating the hidden value sitting in everyday closets.
Inside Vinted’s European roots and scale
Founded in 2008 in Lithuania, Vinted has grown into Europe’s leading second hand fashion marketplace and became the country’s first unicorn in 2019. The company is headquartered in Vilnius, with offices in Lithuania, Germany, and the Netherlands, and employs over 2,000 people.
Backed by investors including Accel, EQT Growth, Insight Partners, Lightspeed Venture Partners and Sprints, Vinted is on a global mission to make second hand the default option for fashion. Its U.S. expansion is the latest step in taking that mission beyond Europe, starting with the closets of New York City.
