THRIFT SCORE

The first thrift store for virtual clothing.

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. More importantly, 60% of new IRL store visits were from Gen Z.

“Roblox – a video game platform that allows you to shop at the Salvation Army.” - The Guardian

“Satisfying on so many levels.” - Bestadsontv

“The Salvation Army is bringing thrifting to the metaverse.” - AdAge.

“Proceeds actually benefit real people.” - Good Good Good

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