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The story behind The Preloved Revolution.

By Alex Churton on Dec 28 2012

Once upon a time ‘cost per wear” was an acceptable justification to buy something of low value, wear it once or twice and then dispose of it. This “fast fashion” philosophy is being replaced with a greener approach to shopping where quality matters. Women everywhere are now more than ever getting behind the idea that clothes can be investment pieces that you buy, wear and sell again.

At BuyMyWardrobe we are devoted to making the process of selling your wardrobe exciting, stylish and fun. Our founder Kal Di Paola spent 3 years seeding an offline community. She hosted regular up market fashion events where she brought together 15-20 stylish women (new line ups at each event) to sell their desirable designer wardrobes to discerning members of the public. The events were a sell out. Sellers ranged from fashion industry insiders, self confessed shopaholics, ladies who lunched and high flying professionals, including the likes of celebrity stylish Zoe Lem, former publishing director of Elle Magazine, Elaine Foran and Gucci Group EVP of global communications, Mimma Viglezio.

“After hosting around 10 events I realised that there was an audience for pre-loved fashion and the audience were hungry! It was also clear that there was no shortage of ladies with wardrobes bursting at the seams, desperate to find a fun way to re-house their loved and cherished but no longer worn fashion pieces.” Kal Di Paola

In August 2011 Kal raised funding and started build on, a social platform that would act as an aggregator where both individuals and businesses selling pre-owned fashion could create a profile to sell from. Custom built from the ground up the site launched at the end of August 2012 and is a stylish easy to use web application with functionality to create your own “preloved boutique” and options to love, follow, share and message sellers.

“What we really wanted to do was translate the success of the events to an online marketplace and make it exciting, stylish, inspirational and fun. We wanted it to be a social network, a place to browse and be inspired as well as buy and sell. Our idea was to create a trusted site with real people behind real profiles” Kal Di Paola

BuyMyWardrobe Sellers

BuyMyWardrobe seller memberships are only given out to approved sellers either through application or via referrals. If you’d like to support us and be part of The Preloved Revolution join up here it’s free and lots of fun!