New York City is the heart of East Coast fashion—a city where style and individuality converge. It’s a place where trends are born and fashion-forward consumers are always on the lookout for something unique. For Marketa B. L. Windsor (Marketa Barborikova Linden Windsor), the East Coast market was the perfect fit for her platform, Preloved Mode. With its thriving fashion scene and growing interest in sustainable living, the region represents an ideal launch pad for her vision.
“Upon my arrival in the USA in late 2008, I remember the era of Ashley Mortimer on the New York City social scene. It marked a renewed wave of vintage and preloved fashion—a celebration of rarity. At the time, fashion designers lacked a unique approach; outfits were handed out to any social butterfly, and photos were instantly uploaded online. Ashley and a new breed of socialites shared their looks with gusto, while the old-school crowd and the young, cool set sought to stand apart. It was like a fashion bug—like the silver fox fur on The Queen Mother—it spread everywhere. A new tier had been created,” Marketa shared her Big Apple memories.
In cities like NYC, Boston, and Philadelphia, where environmental awareness is rising, shoppers are increasingly choosing eco-friendly options. According to a report by Green Biz, 54% of U.S. consumers say they would choose a brand that demonstrates sustainability over one that doesn’t. For the modern consumer, style and sustainability are no longer mutually exclusive—Preloved Mode is here to make that connection.
“I could go on and on about the technical side of our platform—the automation and all its attributes—but I’ll spare you. In the end, there’s always a human touch, a real person in contact with vendors and customers. I think that’s very important,” she said.
Preloved Mode is at the forefront of this movement, providing a curated marketplace for pre-owned and preloved designer clothing, shoes, and accessories. By offering high-end fashion in a sustainable, accessible way, the startup is building a community of eco-conscious fashion lovers, all while maintaining an exclusive vibe that resonates with the East Coast fashion scene.
As the founder of this forward-thinking startup, Marketa has a personal connection to sustainable fashion. Having spent years in the fashion industry as a model, she witnessed first hand the negative consequences of fast fashion: endless cycles of production, overstock, and waste. Her ecological approach stems from her own roots and family. Rummaging through her grandparents’ attics, she discovered her mother’s well-made dresses from youth, broken vintage porcelain, and dusty treasures in the eaves of British manors during summer holidays.
The children were left to their own adventures—rarely supervised by the elderly or always-busy grandmother. They ran and rode, climbed trees, argued and mended fences, dressed as princesses, ghosts, and ghouls. They roasted marshmallows and potatoes in the ash, picked gooseberries, swam in open water or in a tiny pool with a never-working solar system in a dark forest. The open fields in Norfolk were no better—the sea was freezing, faces red, everything reused and never wasted. Herbs were collected, feed prepared for birds and deer in winter. Woodcraft and wild camping were the norm, with one hot summer holiday abroad per year as a treat.
Then came scouting for modelling—once at the National Theatre during a break in The Winter’s Tale by Shakespeare, another time in Italy during a swimming competition in Imperia. Italian craftsmanship left a lasting impression, inspiring ideas of eco-villages and agrotourism. When the small village where Marketa’s father was born lacked funds for a new wastewater system, they implemented a Root Zone Wastewater Treatment Plant and embraced sustainability. The eco-hamlet was later visited by King Charles, then Prince of Wales. The wider community still cares for orchid meadows and hosts summer camps with international volunteers. The urban diva linked to Brno and London had her heyday and cherished those summer holidays.
It wasn’t until Marketa began exploring circular fashion—where clothes are reused, resold, and recycled—that she saw an opportunity to change the industry from within. As a tech CEO with a fashion blog and a vast closet, she took the plunge to create a platform that would serve as both a marketplace and a movement.
Her vision? To create a space where consumers could shop for pre-owned designer pieces that feel as good as new—without the environmental guilt. A place to find timeless luxury items that have stood the test of time, whether it’s a vintage Chanel bag or a classic Louis Vuitton tote. And importantly, to build a brand that resonates with East Coast fashion sensibilities, where style and sustainability go hand in hand.
Preloved Mode is more than just an online marketplace—it’s a curated experience designed to elevate second-hand fashion. While many resale platforms focus on volume, Marketa’s startup is selective about the pieces it offers. Each item undergoes a rigorous quality check to ensure it meets luxury standards. The platform works closely with sellers to ensure every item is in top condition, often giving new life to pieces that might otherwise be discarded or forgotten. This curated approach ensures that every piece tells a unique story—whether it’s a Dior’s find or a rare, LV limited-edition item no longer available in stores.
For the East Coast market, where fashion is often about mixing high-end pieces with street style, Preloved Mode offers a unique blend of sophistication and accessibility. It caters to fashion-forward individuals who want to make a statement while aligning with their values. One of the start up’s key pillars is its commitment to environmental sustainability. In the U.S., the fashion industry is one of the largest polluters, contributing to vast amounts of textile waste and carbon emissions. The resale market offers a solution: by buying and selling pre-owned clothing, consumers contribute to a circular economy, reducing the need for new production.
For example, every item purchased through Preloved Mode helps reduce fashion’s carbon footprint. According to Eco-Age, producing one new cotton T-shirt emits 2.1 kg of carbon, while buying a second-hand one reduces that to just 0.1 kg.
“We have a few of them right now—a great selection of jeans and classy designer pieces that are amazing value for your closet and your purse, not just the environment,” Marketa said.
Preloved Mode promotes ethical practices by working with sellers who uphold high standards of transparency and sustainability. The brand’s commitment to ecology goes beyond offering pre-owned fashion—it’s about fostering a deeper shift in how consumers shop, proving that sustainability can be chic, luxurious, and desirable. It doesn’t just start with wrapping paper—it’s about upcycling and reuse.
There are many advantages to shopping on Preloved Mode. Beyond eco-friendliness, designer fashion is often out of reach for many. By offering pre-owned pieces, Marketa makes luxury more accessible without sacrificing quality or style. Designer items are built to last, making them a smart investment. Unlike fast fashion, which wears out quickly, luxury pieces are made with superior materials and craftsmanship. Pre-owned fashion also features rare or limited-edition items no longer found in stores, allowing consumers to own one-of-a-kind pieces that set them apart.
Marketa stated: “Preloved Mode’s platform offers curated, authenticated pieces that undergo strict quality checks, so buyers can trust they’re getting authentic, high-quality products. We also have strong refund and vendor policies that benefit sellers. There’s secure encryption—not just for payments. I ensure frequent backups, debugging, updates, and testing. I don’t mind a one-week delay for launch if it means everything runs smoothly. What’s inside and on the back end matters more to me than any graphic coat on the front end. I’ve been waiting to start selling since August 2019—then the pandemic came, and so did the love for sporty attire and loungewear.”
As the fashion industry continues to evolve, the rise of the resale market and platforms like Preloved Mode will play a vital role in shaping the future. The demand for sustainable luxury fashion is only growing, and Marketa is leading the charge toward a more eco-conscious and stylish tomorrow. For those living on the East Coast—especially in fashion-forward cities like NYC—this is the perfect time to explore the world of pre-owned designer fashion, where sustainability and luxury go hand in hand.
