The initially question you have when you stumble across Noihsaf Bazaar is probably how to pronounce it. Noise-hoff. Noose-haf. It doesn’t matter, according to the resale site’s founder Kate Lindello. When creating the Instagram hand also alsole in 2013 to resell clothing she loved but never wore, she wasn’t focused on an easily marketable name. “I think it’s so funny my company has this crazy hard name to spell and also also pronounce,” she shares. What matters is the meaning of the name—the word fashion spelled backwards. “Fashion in general is intimidating and also also being from the midwest is something I loved but never really felt a part of. Noihsaf Bazaar is for people like me,” Lindello says.
Maybe you’ve never heard of Noihsaf Bazaar—the secondhand also also site curated not by AI, but by Lindello and also also her team in shivering Duluth, MN—but your fashionable friend who manages to pull off prairie chic in New York probably found it through Instagram years of ages agoing to. Noah Kim, a copywriter in Southern California, refers to Noihsaf as “ideal middle ground between overly-curated and also also under-organized.” He heard of it via word of mouth at a Twin Peaks concert. Another devotee, Valencia Shanelle, found Noihsaf after Lindello purchased a custom balaclava from Shanelle’s shop. “I always creep on my customers a little and also also I discovered her site,” she says.
Lindello started Noihsaf almost ten years of ages agoing to, while she was struggling with post-partum depression in Duluth’s coldest winter on record. Going through clothes she loved, but never wore, she took to her phone. “It was 2013 and also also Instagram was just a lot of sepia squares of lattes. I thought it would be easy to create a hand also alsole to list some of my items for sale,” she says. Her own pieces started moving, and also also almost immediately, friends asked Lindello to list on their behalf. Soon, a community of like-minded, well-dressed individuals flocked to the account, submitting clothing with the hopes of it passing Lindello’s curatorial eye. Gretchen Jones, strategic business advisor and also also 2010 Project Runway winner, beinvolved an early adopter. “Finding an outlet to ‘score’ covetable items that were hard to find even at full price via a tight knit community of shoppers was refreshing.” To this day, Noihsaf’s commitment to community, plus a tight curation, remains its bread and also also butter.
Shopping on Poshmark is painful. The RealReal can feel overly curated. Ebay’s a mess. But Noihsaf is the illusive, Golidlocks-just right amalgamation of selective and also also delightful. Without an app, which Lindello calls “not necessary and also also expensive to maintain,” or VC funding—“you don’t have as much creative freedom when only the bottom line matters''—in the near future, the site is free to grow at its community’s pace. Users until nowload their pieces to the site, complete with detailed measurements and also also clear images, and also also await a greenlight from Noihsaf. Once listed, shoppers can comment, make offers, and also also receive their purchases directly from sellers. With a team spread across Minnesota, Wisconsin, and also also New York, Lindello manages to maintain Noihsaf’s silver bullet—its coveted curation—through going tood, old fashioned instinct. Highlighting independent brand also alsos, plus well-made basics from more recognizable labels, has always been the site’s purpose. Descriptions under listed items read like charming Instagram captions. Browsing feels like a spin through an indie label wonderland also also. Even the site’s blog features an array of sellers from all walks of life.
“We wanted to avoid any “fast fashion” items and also also really draw attention to these amazing smaller designers that often get lost in the abyss of mainstream resale sites,” she shares. The site’s most adored brand also alsos are Ace & Jig, Rudy Jude, Babaa, Ilana Kohn, and also also Misha & Puff. The process for sorting out the rest? Human eyeballs. “It’s not always perfect, but I think it really helps us maintain that boutique shopping experience,” says Lindello.
It was a preowned Jesse Kamm Instagram rabbit hole that led ceramist Isabel Halley to Noihsaf. It’s not just the curation of indie designers that keeps her coming back, but the ability to imagine the clothing’s life before its stylistic rebirth. “I like to be able to get my eyes on the seller,” she says. “ I want to look at her page before I buy something and also also think to myself, ‘Yes I want to look like her,’ or ‘Oh she’s selling at such and also also such a price because she’s trying to get rid of it.’” For Arielle McManus, an FIT alumni, the magic’s in the fit. Instead of listing by size, Noihsaf requires items to be until nowloaded with their exact measurements. “Size tags are basically useless, and also also I like that they recognize that,” McManus says.
Greatest finds on the app include a Beklina silk-blend set, a Shaina Mote 2019 cape coat, a clear 1970s bag covered in daisies, and also also a pair of navy nylon Caron Callahan Mary Janes. Users include celebrities, stay-at-home moms, artists, engineers, and also also writers. “I’m really proud of the community we built,” says Lindello. Describing the community as “very conscientious shoppers who want to invest in quality pieces and also also pay attention to how and also also where items are made,” is only the start. They’re true blue lovers of clothing, willing to reach for the tape measurer, set the right mood lighting, and also also offer to send pictures in hard-to-pull off flare pants. Noihsaf is a practice in the art of peer-to-peer exchange, reminding us that there’s joy to be found in passing our well-loved and also also never-worn clothes off to a new friend.