THRIFT SCORE

The first thrift store for virtual clothing, by the Salvation Army.

Roblox inflation was real. Virtual outfits – a huge part of Gen Z gaming culture – were getting more and more expensive. At the same time, the Salvation Army Thrift Stores were really low on Gen Z customers.

So in February 2026, we opened the first thrift store on Roblox and stocked it with second-hand virtual styles – donated by creators and sold for a fraction of the cost. And just like IRL, proceeds went to support people in need.

Built in collaboration with the world-renowned studio The Gang, the store had nearly 15 million thrifters over the first three weeks. People spent more time thrifting than playing any other Roblox game. And more importantly, 60% of new IRL store visits were from Gen Z.

Awards: 2026 D&AD Wood Pencil

Press: AdAge, Campaign, The Guardian, Best Ads on TV (best interactive ad of the week), Fashion Network.

Team: The Gang, Doug Hentges, Tim McCracken, Deidre Lichty, Kyle Anthony.