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Dana Evann Sorge

On Love and Reloved

Organic, fair trade tshirt. Photo credit: Tenth and Pine

Dear Reader,

I want to let you in on a secret that only those who have been with us since our beginnings have been privy to. You’re in our inner circle now, and you should know the truth. The company’s name used to be Relovd. Yes, a hyped-up techy startup version of the word “reloved” without the “e.” When we launched in beta with this name, everyone responded so positively to it. It elevated the concept of secondhand. It brought a cool, current feeling to the traditional exchange of the hand-me-down. The name said it all… That those on the platform were reloving clothes from others in our community. And they were loving doing it!

The name worked especially well for our company, based on the circularity of wearing and re-loving kids’ clothes to others. Our kids’ clothes, in particular, are imbued with meaning and memory. They hold so much life in them. They are filled with love. The dress that your daughter wore to her first birthday party, your son’s first piano recital, the hockey pads he won his first game in… And those first walking shoes (just tear my heart out!).

When the concept for the company became solidified with its name, in 2018, there was little competition for the word. We got our Trademark, uncontested. Getting the Instagram account, and URL was easy. No google-search noise. Up until 2010, the only time Google saw frequency of the use of the word was during the financial crisis of 2007-2009. Check it out on the graph below. Cool!

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