Creative and media agency True has teamed up with secondhand store chain For Mercy on a ‘Nothing New for Good’ campaign.

The platform aims to pledge against fast fashion while repositioning the chain’s retail outlets as ‘a place to go’ for style seekers and vintage enthusiasts.

Mercy’s stores in Auckland have been a key driver of fundraising for Mercy Hospice, which is known for providing palliative care and comfort for those facing life-limiting illnesses. Yet they remain seen as outdated and not “worth the rummage”.

‘Nothing New for Good’ is born to challenge that perception, driven by a clear message: Saving fashion. Saving style. Saving For Mercy.

Debbie Currie, True’s group business director, said, “For Mercy is filled with absolute gems – quality secondhand clothes that are often overlooked. 

“The platform ‘Nothing New for Good’ is about taking a stand against fast fashion, shifting perspectives, and proving that style with meaning is the future in fashion.”

The campaign involves a store design refresh from the team at Thoughtfull, followed by True’s collaboration with fashion legends and stylists for a workshop event showcasing For Mercy thrift items, where the finished looks are captured through a high-end fashion lens and repurposed as hero visuals.

Most tactics stay true to the theme of upcycling, shifting consumers’ mindsets from demanding the latest to instead giving clothing a second life and supporting good causes underway.

“Despite positive trends in secondhand shopping, our stores were feeling invisible and weren’t connecting with our potential customers,” said Anna Baird, head of communications, fundraising, retail and volunteering at For Mercy.

Without the rebrand and dedicated marketing efforts by “our fabulous partners”, she continued, the chain would not have seen rising store footfall, a surge in revenue and over 15 per cent growth in sales.