This is the community-driven resale site that fashion lovers are turning to
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 handle 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 pronounce,” she shares. What matters is the meaning of the name—the word fashion spelled backwards.
Lindello started Noihsaf almost ten years ago, 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 Instagram was just a lot of sepia squares of lattes. I thought it would be easy to create a handle to list some of my items for sale,” she says. Her own pieces started moving, and almost immediately, friends asked Lindello to list on their behalf.
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