2nd Life's Commitment to 
Sustainable Style
Featured in the News

Could TikTok Style Bundles Change the Way We Thrift Forever? by Sejla Rizvic for Elle Magazine 

 

Emma Heines sees creating thrifted bundles as a way to encourage consumers to view secondhand clothes as a viable alternative to fast fashion brands or mass-produced clothing. “There’s so much high-quality clothing sitting around in thrift stores that matches today’s trends, it just needs someone to find it and dig for it and save it. That’s what I do,” Heines says. 

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'Think before you shop.' Protesters challenge fast fashion at Cincinnati Shein pop-up by Annasofia Scheve for Cincinnati Enquirer

 

The line to get into the Shein pop-up store was out the doors of Kenwood Towne Centre on Friday, but Emma Heines wasn't there to score new styles for fall. Heines, 22, is the organizer of a group that protested the pop-up store from fast-fashion giant Shein...The pop-up store was announced only a day before its opening, pushing Heines to organize the protest on social media. "This is the only time I’m gonna get to show my face and stand behind what I believe in," said Heines, a self-proclaimed environmental educator. 

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Cincinnati Artist Creates Statement Photography in Response to Shein Pop-Up at Kenwood Mall  by Madeline Fening for City Beat

 

Shein says 4,000 shoppers attended the Cincinnati pop-up. A local artist is calling on those shoppers to give up Shein.“If you've opened the internet in the last year, you'll know that this company is the largest of all fast fashion brands (not a flex)! They have countless human rights violations and are mass polluters,” wrote Emma Heines in an Aug. 11 Instagram post advertising a protest of the Shein pop-up. “Let's show up and let our community know it's not okay to support this incredibly harmful company.”

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Local Clothing Resellers Give Garments a Second Chance by Victoria Donahoe for Cincinnati Magazine

 

As a second-hand reseller, Heines hopes to see people shopping more sustainably in the future, and aspires to promote and educate others on the how to build a sustainable wardrobe. While she runs her shop day-to-day virtually, she also welcomes customers to schedule appointments at her studio to try outfits on. “If you’re exploring your style and your personality and your expression, buy something from a reseller or go to a thrift, put a little bit of thought into it,” she says, adding that style does not need to be sacrificed to shop sustainably.​​