Curated collection of unique items with sustainability at the forefront of the business. Since its launch in April 2017, the brand has gained over 100,000 followers and sold over 10,000 items, and provides a platform in which the benefits of shopping sustainably can be promoted, influencing consumers whilst providing them with a more ethical way to shop. Identity Party aims to adopt the ease and accessibility of online fast fashion whilst ditching the poor quality, large quantities of waste, and unethical labour practices. Combining trend-led items and the ease of shopping online contributes to a growing phenomenon of second hand- a market set to overtake fast fashion in the next decade.